Article
Sentosa (B): Creating a platform for integrated customer engagement
Case Collection
Publication Type
Case
Publication Date
8-2013
Abstract
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.
Keyword(s)
- Marketing,
- Analytics,
- Business IT,
- IT,
- Information Technology,
- IT Solution,
- IT Solution Design,
- Gamification,
- Long-term Strategy,
- Strategy,
- Promotion Management,
- Growth,
- Sentosa,
- APEX
Discipline
Data Source
Field Research
Industry
Information Technology
Geographic Coverage
Singapore
Temporal Coverage
2013
Publisher
Singapore Management University
Case ID
SMU-13-0014B
Additional URL
https://cmp.smu.edu.sg/case/2801
Citation Information
Jason WOODARD and Kevin SPROULE. "Sentosa (B): Creating a platform for integrated customer engagement" (2013) p. 1-12 Available at: http://works.bepress.com/cjwoodard/35/
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