TY - GEN
T1 - Port aventura
T2 - 31st International Conference on Information Systems, ICIS 2010
AU - Hervás, Mariano
AU - Rodón Mòdol, J.
AU - Planell, Marc
AU - Sala, Xavier
PY - 2010
Y1 - 2010
N2 - Since its inception as a theme park in 1992, and aiming to adjust to a seasonal adjusted demand, Port Aventura had invested heavily in new shows, rides, hotels, golf courses, a convention centre, and a shopping mall. Yet, such evolution from a theme park to a resort had posed new challenges for the executive team of Port Aventura. In particular, whereas as a resort the commercial activity had focused on aggregated statistical information from customers, as a resort they needed to know and target individual customers. However, this new one-to-one marketing focus was not supported by the existing information systems of the company. The case is situated in the mid-2009 when the CEO requests the CFO and the CIO to find a solution that addresses the commercial needs of the resort. The case discussion takes students to discuss and assess the business problems and relate them with the existing information systems. Students will also have to analyze different alternatives for the information systems proposed in the case and develop a deployment plan for the alternative they chose.
AB - Since its inception as a theme park in 1992, and aiming to adjust to a seasonal adjusted demand, Port Aventura had invested heavily in new shows, rides, hotels, golf courses, a convention centre, and a shopping mall. Yet, such evolution from a theme park to a resort had posed new challenges for the executive team of Port Aventura. In particular, whereas as a resort the commercial activity had focused on aggregated statistical information from customers, as a resort they needed to know and target individual customers. However, this new one-to-one marketing focus was not supported by the existing information systems of the company. The case is situated in the mid-2009 when the CEO requests the CFO and the CIO to find a solution that addresses the commercial needs of the resort. The case discussion takes students to discuss and assess the business problems and relate them with the existing information systems. Students will also have to analyze different alternatives for the information systems proposed in the case and develop a deployment plan for the alternative they chose.
KW - Customer relationship management
KW - Data integration
KW - Data warehousing
KW - Marketing one-to-one
KW - Resort
KW - Theme park
UR - http://www.scopus.com/inward/record.url?scp=84870969610&partnerID=8YFLogxK
M3 - Conference contribution
AN - SCOPUS:84870969610
SN - 9780615418988
T3 - ICIS 2010 Proceedings - Thirty First International Conference on Information Systems
BT - ICIS 2010 Proceedings - Thirty First International Conference on Information Systems
Y2 - 12 December 2010 through 15 December 2010
ER -