ZEN PATH is a Zen Buddhism monastery near Coos Bay, in Oregon. It is located in a beautiful spot, overlooking the ocean with breathtaking scenery. The monastery is built in the traditional Japanese te

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Saint Leo University

Week 8 – Final Exam

MKT 345

Name

Date

Introduction

Introduce the topic for this final exam.

Fundraising or Meditation Seminars?

Remember to always indent the first line of a paragraph (use the tab key). Make sure to cite all references that are included on your reference page within your write-up. Outline the pro and cons of either method. Identify in detail the metrics ZEN PATH’s management should use to assess which one is the best. You are not supposed to select a method, just compare them and provide ALL relevant information that you will need to make a decision.

Key Stakeholders at Zen Path

Remember to always indent the first line of a paragraph (use the tab key).

Meditation

Let us assume that ZEN PATH chose to offer meditation seminars as the main source of additional income. They will still try to get sponsors, but the seminars will be the main source of new funds. What is the image that the monastery should project to the diverse stakeholders given the new changes?

Social Media Plan

What social media should be used and how should they be structured to help ZEN PATH deal with its financial constraints given the choice of offering seminars? Provide a detailed list of the social media they should use, as well as how they should use them. Be as specific as possible. For example, if they were to use Twitter, then you should provide a sample tweet message. Listing all possible social media is not a good answer. You may list several, but I would like to see how ZEN PATH should rank the ones they should use based on their importance for this particular situation.

Key Elements of Web Site

Describe the key elements of the web site to maximize awareness, and attendance to the services (meditation training) as well as to make ZEN PATH more attractive to sponsors.

Dealing with a Twitter Message

Once ZEN PATH started offering more meditation seminars, a philosophy professor at a local university sent a sarcastic twitter message claiming that ZEN PATH should change its name to DOLLAR PATH since they had become very commercialized. The message has been re-twitted a lot. How should ZEN PATH use reputation management techniques and social media to defend themselves from a message that may soon go viral?

Recommended Metrics

What metrics (both in terms of web analytics and non-web metrics) should ZEN PATH use to assess (a) the success of the offering of meditation seminars, (b) the effectiveness of the modified brand image to attract more sponsors, and (c) the effectiveness of their activities to limit the reputation damage from the philosopher’s tweet?

Conclusion

Remember to always indent the first line of a paragraph. Recap key items here as you summarize your exam. Make sure you have 1000-words!

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References

Start references here at 1” margin