Document Type


Degree Name

Master of Arts


Kinesiology and Health Sciences


The thesis started with the first chapter introducing the Boston Athletic Association (B.A.A.) and the history within their organization. The B.A.A. mission statement and what they stand for was also represented. The second chapter describes the specific details of the Boston Marathon event. Chapter Three provided a marketing plan for the Boston Marathon. The third chapter also highlights the purpose, product, project market, position, package, price, promotion, promise, personal selling, and place. In Chapter Four a plan to motivate and retain high performance employees was explained and implemented. A risk management plan specific to the Boston Marathon made up the contents of Chapter Five. The next portion in Chapter Six covered ethical analysis on specific ethical issues related to marathon running through the application of ethical theories. Chapter Seven consisted of personal career and leadership aspirations. A reflection on personal achievements and future goals finalized the thesis.