The objectives of the study, as presented in the introductory part, are to lay out the\nemployment specifics in the Czech Republic in continuity with the level of higher education\nas perceived from the perspective of the educational structure oriented at university\ngraduates; still the riskiest group in the labor market. Thus, what remains the center of\nattention is the necessity of professional preparation of university students in terms of key\ncompetencies in continuity with sufficient experience to ensure their success in the labor\nmarket. The primary objective of this study is also aimed at addressing the current situation.\nThe Introduction points at the current level of the Czech labor market with the focus on\nregional specification in connection with the Czech state tertiary education, and this part is\nfollowed by introducing possible solutions to the current situation, based on the quantitative\ndata research conducted over three years by students of the Faculty of Multimedia\nCommunications at Tomas Bata University in Zlin on one side. On the other hand, the survey\nalso included nonprofit organizations with one common goal; the development of key\ncompetencies in continuity with the requirements of nonprofit entities in the output\nstemming from experience, reflecting within the academia and the nonprofit sector to\nsupport the development and possible future career orientation in marketing communication\nactivities.
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