Marketing Support of the Public Private Partnership Project (the Case of Concession Agreement of Private Tram Network construction in the Krasnogvardeiskiy District of Saint Petersburg)

Master thesis wass accomplished in the field of applied research aimed at developing a marketing plan for a project of the private tram network construction in the Krasnogvardeisky district of St. Petersburg. The analysis of the theoretical and normative base has shown the development of the term "public-private partnership". The work introduces a new definition, under which the PPP project is viewed as a network of the three stakeholder groups interrelations: the state, the business and the society. Using the construction of a nine-zone SWOT-analysis, based on the work of focus groups, the project development strategy was determined and the differences between the expected and real embodiment of the project of the society was revealed. To determine the roots of these lags the survey among residents of the Krasnogvardeiskaya network was conducted. 230 respondents took part in the survey. Based on the survey results, a multidimensional model "user-demand-assortment matrix-communication technology" was formed. The received data was used to describe the activities for each group of users that formed the marketing plan of the project. Key words: public-private partnership, concession agreement, transport infrastructure development, network interaction, marketing plan