Technologic innovations on the basis of internet technology, transportation, communication, and design have expanded the sphere of digital applications within the sphere of life and deeply affected the codes of economics in regards to production and distribution. Today, an important portion of economic activity have been “digitalized” by either production or distribution practices and the digital solutions have had an important place within the consumption management, marketing and business management models.
The practices such as electronic commerce and online marketing have expanded the scientific framework of the concept of marketing; resulted in transformation of traditional marketing practices in regards to production, promotion, distribution and quotation; and enabled brand management strategies to take a new form in accordance with the methods of interactive communication technologies.
Today, markets are evolving towards a dynamic, interactive, fast and digitally consumed character; we are in a process in which traditional marketing strategies fail to satisfy the necessities, the role of individual as an actor increases in importance in market, and production evolves from consumer wise towards consumer decisiveness. We live in an age in which the accumulation of knowledge and capability regarding marketing and management aiming at production of digital solutions has gained importance within marketing oriented management strategies.
On the other hand, management functions apart from marketing is affected by digital economy and new management approaches are being developed for the all the functions in parallel to the change in marketing management. Therefore, how digital economy affects human life and the change it will generate in the business world are being examined in the light of the present data, and the future tendencies are predicted accordingly. These predictions enable us to put forward creative and innovative projects and approaches in all the functions of business administration. Briefly, the managements need to renew their executive approach to get ready for the digital economy.
The projected master program in this respect, as being conducted in the international counterparts of it, aims at scientific transfer of knowledge and experiences in regards to marketing and executive expertise in digital economy and development of its research area.
In today, considering the need for expertise, interactive marketing, search for solutions towards management practices, it is observed that the importance of the scientific research field of digital economy and management is gradually increasing in the academic sphere.
Regarding the digitalization of new generation management and production understandings and the shift in demand for human resources in this direction, it is understood that the academic framework should also transform itself to be able to meet the necessity stemming from the above mentioned demand.