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

• 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
• Institution: Singapore Management University

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.