Title

Sentosa (B): Creating a Platform for Integrated Customer Engagement

Publication Type

Case

Year Completed

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

Advertising and Promotion Management | Business Administration, Management, and Operations | Marketing | Technology and Innovation

Data Source

Field Research

Industry

Information Technology

Geographic Coverage

Singapore

Temporal Coverage

2013

Education Level

Executive Education; Postgraduate; Undergraduate

Publisher

Singapore Management University

Case ID

SMU-13-0014B

Comments

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