Özet:

Today, the change in production and service environments has become constant. In the face of rapid changes, business managers have to look for a sustainable development path to survive in challenging market conditions, and this path passes through the continuation of innovation activities. The product, which is one of the most important elements of the marketing karma, only becomes more preferred if it is made in accordance with the changing customer demands and needs. However, not only in terms of marketing, but also in terms of management, the ability to make innovations in line with customer expectations offers significant advantages in the context of competitive advantage. Management innovation corresponds to a concept that has the ability to significantly differentiate the way the work is carried out from the traditional methods and that this differentiation helps to improve the performance of the organization. The aim of this research is to address the innovation set of in the Covid-19 pandemic process from a marketing and management perspective. In this context, research has been evaluated in the context of a set of innovations consisting of business, product, strategic and management innovations. In the study, the "content analysis" methods of quality analysis were used. In this context, a meeting was held with the managers of the private educational institutions that operate in the province of Konya. The data obtained was coded through the MAXQDA 18 program which is often used in the quality research methods and then the data analysis was carried out. According to this research, during the Covid-19 pandemic period, enterprises have performed various innovations in terms of their current and future projectations for management and marketing within the innovation set.

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