Sentosa (B): Creating a platform for integrated customer engagement

Sentosa (B): Creating a platform for integrated customer engagement

This case is the second part of a three-part series on the Sentosa Leisure Group based in Singapore. The three cases focus on: Case (A) – Marketing / Analytics Case (B) – IT solution design Case (C) – Long-term strategy Sentosa (B): After helping Sentosa define their business model in the A case,...

Full description

Saved in:
Bibliographic Details
Main Authors: WOODARD, Jason, SPROULE, Kevin
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2013
Subjects:
Marketing
Analytics
Business IT
IT
Information Technology
IT Solution
IT Solution Design
Gamification
Long-term Strategy
Strategy
Promotion Management
Growth
Sentosa
APEX
Advertising and Promotion Management
Business Administration, Management, and Operations
Technology and Innovation
Online Access:https://ink.library.smu.edu.sg/cases_coll_all/50
https://cmp.smu.edu.sg/case/2801
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Singapore Management University
Language: English
Description
Summary:This case is the second part of a three-part series on the Sentosa Leisure Group based in Singapore. The three cases focus on: Case (A) – Marketing / Analytics Case (B) – IT solution design Case (C) – Long-term strategy Sentosa (B): After helping Sentosa define their business model in the A case, the focus shifts to developing an integrated information technology system to enable business growth while working with existing the constraints of existing infrastructure. The goal is to have an IT platform that would provide a total customer experience ranging from tickets to personalised offers. The second case in the three part series has some technical heavy lifting as students are confronted with delivering a new IT platform for Sentosa.

Similar Items