Enhancing Practice in Continuity with Innovative Thinking: The Primary Task of Higher Education

The Strategic innovation represents a process, whose primary aim is the restoration or revision of the corporate strategy to support the growth of enterprises or organizations with the reflection in a competitive advantage, together in continuity with strengthening the interest in customers, and the increasing orientation towards the establishment of social values. Should we focus our attention to the nonprofit sector, it becomes obvious that the strategic management enables the vision of an organization to be fully developed, and at the same time to assimilate with the competition within the ever-changing economic as well as technological environment. The winners of the growing competition are those who are able to significantly promote their business in the market. To achieve this, they need some well-prepared marketing and promotion professionals and also the development of innovative thinking. Higher education plays the irreplaceable role, and its primary task should be the versatile training of students employable in the contemporary labor market with the orientation to the key competencies development, reflecting in the need to enhance the now insufficient integration of the theory and practice. The study presents both the current condition of the Czech higher education, and the present views of university students from the Faculty of Multimedia Communications at TBU on the necessity of the key competencies development in continuity with the requisites of nonprofit entities with the outcome in a solution proposal interconnecting collaboration of the academia and the nonprofit sector on the practical basis in relation to the regional development.