The current role of universities in the civil society in continuity with innovations in higher education in the Czech Republic – Theory and practice

One of the major preferences of universities is improving the quality of education relevant for the labour market. The economic development is unthinkable without the civil society where non-profit organizations become significant. The diversity of the non-profit sector relates to increasing problems of the lack of specialists. The current state, reflecting the urgent society's needs, discovers new possibilities in terms of students practical competence and of consequent graduates' job positions. The study presents plausible solutions of the lack of marketing specialists in this sphere and establishing the platform for new approaches in educational curricula based on the essential requirement of interconnecting the theory and practice. © The Turkish Online Journal of Educational Technolog