MBOC7033 International Marketing Management Task Description Individual Assignment and Case study

UNIVERSITI MALAYA-WALES MODULE GUIDE

 Faculty of Business Universiti Malaya-Wales Key Information 

Module Title: International Marketing Management

Module Leader: Cedric Choong Campus / Building / Room:  Block A 2^nd FLOOR Extension: 3015

Email:  cedric.choong@umwales.edu.my Module Tutors:  

Every module has a module which is the officially validated record of the module.  You can access the module information via:

• The Open Learning system
• the Hardcopy of the module documents distributed by the lecturer (If required)

All modules are delivered by the Universiti Malaya-Wales Faculty of Business at its main campuses in Kuala Lumpur. In the unlikely event of any discrepancy between the Academic Regulations and any other publication, including this module guide, the Academic Regulations, as the definitive document, take precedence over all other publications and will be applied in all cases.

Introduction to the Module

The module will expose students to the entrepreneurial behavior, types of leadership and the processes, practices, and decision-making activities that lead to the realization of effective leadership style.

Course Learning Outcomes

Like all modules at Universiti Malaya-Wales, this module is taught on the basis of achieving intended learning outcomes.  On successful completion of the module, the student will be expected to be able to demonstrate the following:

CLO1: Discuss the concept of business incubation, venture creation and start-ups (C2, PLO 1).

CLO2: Integrate the incubation and new venture creation framework and processes to develop an entrepreneurship idea(s) (A4, PLO10).

CLO3: Propose business start-up ideas, processes, approaches and plans by presentation. (A3,PLO5).

The assessment is based on meeting these learning outcomes, shown explicitly in section 4, where the assessment task is linked to these learning outcomes.

Outline Delivery

The table below indicates how the module will be delivered.  However, this schedule is indicative and may be subject to change.

Reading List and Learning Resources

1. Philip R. Cateora, John Graham & Mary C. Gilly (2019). International Marketing, 18th ed. McGraw-Hill Education.
2. Daniel W. Baack, Barbara Czarnecka & Donald E. Baack (2019). International Marketing, 2nd ed. SAGE Publications Ltd. Keegan, Warren J., and Mark Green (2020), Global Marketing. 10 editions. Pearson education.  

ONLINE ACCESS

You can access this module information via the following channel:

Open Learning

Link: https://www.openlearning.com/iumw/courses/mboc7033-international-marketing-management/ Course Name: MBOC7033: International Marketing Management

Access code: TBC

Microsoft Teams

Teams Name: TBC

Teams Code: NIL

Turnitin

Class ID: TBC

Enrolment Key: TBC

MODULE ASSESSMENT

The assessment for this module is as follows:

All assessment forms must be submitted by the published deadline detailed above.  It is your responsibility to know when work is due to be submitted – ignorance of the deadline date will not be accepted as a reason for late or non-submission.  You are requested to keep a copy of your work (excluding exams).

FACE-TO-FACE

Do take note that these sessions are compulsory. Minimum attendance at 80%, which falls below this level will be barred from taking the Final Exam.

MODULE COMPLETION

The following would be the checklist of what you need to accomplish to pass this module:

• Submit all assignments with quality that is fit with the bachelor’s level.
• 80% attendance rate.
• Sit for the final examination and achieve the minimum required marks.

 ATTENDANCE & PROGRESSION

Students will be given attendance upon several approaches:

1. Attending face-to-face lectures
2. Attending face-to-face tutorials
3. Completing Open Learning progress if offline tutorial tasks are assigned.

From Open Learning, the instructor will be able to monitor students’ progression, status, list of completed activities, such as below:

From the above figure, the lecturer will monitor the following:

• Active time spent on the lesson page.
• Progression percentage and course completion progress
• List of completion for specific activities per lesson. Attendance will be given upon completion.

FEEDBACK

You are entitled to feedback on your performance for all your assessed work. For all assessment tasks that are not examinations, feedback should be in week 14 up until study week. The feedback could either be online, during face-to-face sessions or any other platform utilised by the lecturer.

How to view your feedback in Turnitin Grade Mark

Click on the class that you wish to view and then you will see the assignments for the module listed.  Click the blue view button to open up the document viewer.

The Document Viewer will open and the main feedback on your work is shown in the General Comments:

TASK DESCRIPTION- ASSIGNMENT (50%)

INDIVIDUAL ASSIGNMENT (50%)

You have been appointed as an international marketing consultant by a leading Malaysian halal cosmetics and skincare brand that is ready to expand globally. Your client seeks expert guidance to launch its halalcertified beauty products in a new foreign market.

You are required to develop a comprehensive international marketing plan that reflects a strong understanding of the global halal beauty industry, local market conditions, consumer trends, and cultural/regulatory frameworks in the chosen market. The report must also provide a tailored marketing mix strategy to ensure successful internationalization and sustainable growth.

You may select one country for entry: India, New Zealand, France, or Vietnam.

ASSIGNMENT GUIDELINES

1. Company and Product Background

• Overview of the halal cosmetics brand (history, values, certifications, unique selling proposition).
• Product categories (e.g., skincare, makeup, haircare, fragrances).
• Current position in Malaysia (market share, customer base, branding as halal/natural/sustainable).
• Justification for international expansion (e.g., rising global demand for halal beauty, growth of ethical and cruelty-free markets, brand maturity).

2. Country and Cultural Analysis

• Cultural Factors: Beauty perceptions, modesty standards, skin tone diversity, cultural importance of natural/halal products, influence of religion.
• Consumer Behavior: Skincare vs. makeup usage patterns, demand for clean/ethical beauty, price sensitivity, online vs. in-store shopping preferences.
• Economic Factors: Market size, spending power on cosmetics, size of the beauty/wellness industry.
• Political & Legal Factors: Import/export regulations, halal certification recognition, cosmetic safety standards, advertising rules.
• Market Entry Strategy: Recommend an entry mode (e.g., distributorship, franchising, joint venture, flagship store, e-commerce entry).
• Target Market Profile: Define ideal customers (age, gender, income, lifestyle, values).

3. International Marketing Mix Strategy

• Product: Localized product ranges (skin tones, textures), halal and cruelty-free branding, eco-friendly packaging.
• Price: Pricing strategy (penetration for mass market vs. premium halal positioning), competitor benchmarking, bundle offers.
• Place (Distribution): Retail presence (department stores, halal-certified pharmacies, pop-up stores), online platforms (local e-commerce, Shopee/Lazada equivalents), direct-to-consumer channels.
• Promotion:
• Social media influencers (beauty bloggers, halal lifestyle advocates).
• Campaigns emphasizing purity, halal assurance, and ethical sourcing.
• Collaborations with local beauty communities.
• Loyalty and referral programs.

4. Implementation Roadmap and Partnerships

• Suggested phases (soft launch online → physical presence → expansion to multiple outlets).
• Partnerships with halal certification bodies, dermatologists, beauty schools, or NGOs promoting ethical consumption.
• KPIs to measure progress (sales revenue, market share, social media reach, repeat purchase rates).

5. Conclusion

• Recap of key strategies for successful global expansion.
• Reflection on the brand’s readiness to internationalize.
• Long-term success drivers (sustainability, continuous innovation, building global halal beauty awareness).

The Assignment Format and Guide

The students are required to follow the following assignment format:

1. Cover page
2. Table of contents
3. Executive summary
4. Introduction
5. Body of assignment:
6. Conclusion and reflection
7. References: use proper APA reference style
8. Appendices (where necessary)

Your WRITTEN REPORT must adhere to 5,000 words (excluding references).

General Criteria:

1. This is an individual assignment.
2. Utilize a minimum of 15 academic references. When referencing any sources for this project, please adhere strictly to the APA citation style. All references should be clearly cited within the text and included in a comprehensive reference list at the end of the document.
3. It is imperative that no generative AI tools are used in the creation or compilation of content. All work must be original and manually written, ensuring the authenticity and integrity of the project. This approach guarantees adherence to academic standards and the production of high-quality, credible work.
4. Maximum of 5,000 words. Word count exceeding it, if any, will NOT be read. The word count requirement is strictly on the essay only and does NOT include complementary sections such as Cover page, Title page, Abbreviations, Table of Content, Abstract, Reference, and Appendix, whichever is applicable.
5. Font Times New Roman 12, 1.5 spacing. The first paragraph needs NOT to be indented. However, all proceeding paragraphs should be indented 1.2cm. The body of the text must be Justified throughout the essay.
6. Page margins: 2.5cm for top, right and left; 3.0 cm for bottom margin, footer 1.3 cm.
7. The page number must be centred on the text and placed at the bottom of the page. No dashes,
8. periods, underlining, or other marks should appear before, after, or under the page number.
9. Additional marks shall be given for bringing in and discussing related concepts, theories, and issues
10. from OTHER scholarly articles(s).
11. The submission deadline must have been adhered to. Penalties will be imposed for the late
13. PENALTY also applies to any issue of plagiarism in completing this assignment.
14. The submission is to be titled “MBOC7033_ASSIGNMENT_STUDENT NAME_SEPT2025”.

Submission MUST BE in PDF file.

TASK DESCRIPTION- CASE STUDY (50%)

Please watch the following Youtube video via the link on “China Coffee Wars — Why Starbucks Is Losing The Battle With Luckin” and construct a case study report with the following requirement: Case study video: China Coffee Wars — Why Starbucks Is Losing The Battle With Luckin

Background:

Starbucks has long positioned itself as the “third place” between home and work, emphasizing premium café culture and brand experience. However, in China, rapid growth of digital-first local competitors like Luckin Coffee, Cotti Coffee, and Manner Coffee has disrupted this model. While Starbucks added over 1,500 outlets from 2022–2024, revenue growth has stagnated, suggesting that traditional strengths are not resonating with the evolving Chinese market. Cost-consciousness, digital convenience, and local cultural resonance are shaping consumer behavior in ways that challenge Starbucks’ positioning.

ASSIGNMENT TASK

You are required to write a case study report that critically evaluates Starbucks’ position in the Chinese market and develops an international marketing perspective on its challenges and opportunities.

Your report may include the following sections:

1. Case Context and Background

• Summarize the challenges faced by Starbucks in China, linking to the rise of domestic competitors.
• Identify the structural changes in consumer behavior and the competitive landscape post-COVID.
• Explain why China represents both an opportunity and a challenge for Starbucks.

2. Analytical Evaluation

• Apply at least two analytical frameworks (PEST, SWOT, or Porter’s Five Forces) to assess Starbucks’ external and internal environment.
• Highlight how these factors directly affect Starbucks’ competitive advantage in China.
• Compare Starbucks’ business model with that of local players (Luckin, Cotti, Manner), emphasizing differences in pricing, digital adoption, and customer engagement.

3. Consumer Behavior and Market Segmentation

• Evaluate how Chinese consumer expectations around price, digital services, and cultural relevance have shifted compared to pre-pandemic patterns.
• Re-define Starbucks’ key target segments in China (e.g., urban professionals, students, middle-class aspirers, health-conscious consumers).
• Discuss how Starbucks can re-align its value proposition to these evolving needs.

4. Strategic Alternatives

• Propose two or more strategic options that Starbucks could pursue in China (e.g., digital transformation, localized partnerships, product innovation, pricing shifts).
• Discuss the trade-offs of each option (benefits, risks, feasibility).
• Justify your preferred strategy using international marketing principles (adaptation vs. standardization, brand equity management, global vs. local positioning).

5. Risks and Global Brand Considerations

• Identify potential risks in implementing the chosen strategies (e.g., brand dilution, cultural misalignment, operational risks).
• Suggest mitigation approaches that balance Starbucks’ global brand identity with the local Chinese context.

6. Conclusion

• Summarize key insights from your analysis.
• Reflect on what this case reveals about the challenges of global brand management in highly dynamic local markets.
• Provide forward-looking recommendations for Starbucks as it navigates the future of coffee retail in China.

The Assignment Format and Guide

The students are required to follow the following assignment format:

1. Cover page
2. Table of contents
3. Executive summary
4. Introduction
5. Body of assignment:
6. Conclusion and reflection
7. References: use proper APA reference style
8. Appendices (where necessary)

Your WRITTEN REPORT must adhere to 5,000 words (excluding references).

General Criteria:

1. This is an individual assignment.
2. Utilize a minimum of 15 academic references. When referencing any sources for this project, please adhere strictly to the APA citation style. All references should be clearly cited within the text and included in a comprehensive reference list at the end of the document.
3. It is imperative that no generative AI tools are used in the creation or compilation of content. All work must be original and manually written, ensuring the authenticity and integrity of the project. This approach guarantees adherence to academic standards and the production of high-quality, credible work.
4. Maximum of 5,000 words. Word count exceeding it, if any, will NOT be read. The word count requirement is strictly on the essay only and does NOT include complementary sections such as Cover page, Title page, Abbreviations, Table of Content, Abstract, Reference, and Appendix, whichever is applicable.
5. Font Times New Roman 12, 1.5 spacing. The first paragraph needs NOT to be indented. However, all proceeding paragraphs should be indented 1.2cm. The body of the text must be Justified throughout the essay.
6. Page margins: 2.5cm for top, right and left; 3.0 cm for bottom margin, footer 1.3 cm.
7. The page number must be centred on the text and placed at the bottom of the page. No dashes,
8. periods, underlining, or other marks should appear before, after, or under the page number.
9. Additional marks shall be given for bringing in and discussing related concepts, theories, and issues
10. from OTHER scholarly articles(s).
11. The submission deadline must have been adhered to. Penalties will be imposed for the late
13. PENALTY also applies to any issue of plagiarism in completing this assignment.
14. The submission is to be titled “MBOC7033_CASE_STUDENT NAME_SEPT2025”. Submission MUST BE in PDF file.

Faculty of Business

 Declaration of Work

I hereby declare that the assignment titled [Title of Assignment] submitted for the course [Course Name] is my own original work. I have acknowledged all sources of information and data that have been utilized in the preparation of this assignment. I have not submitted this work in its entirety or in part for any other course or academic requirement. I have adhered to the ethical guidelines and academic standards set forth by Universiti Malaya-Wales. By signing below, I affirm that this submission is a product of my independent effort and intellectual labor.

[Your Full Name]

[Your Student ID]

[Date]

STUDENT FEEDBACK FORM

This section details the extent to which the assessment criteria are demonstrated by you, which in turn determines your mark. The marks available for each category of skill are shown. Lecturers will use the space provided to comment on the achievement of the task(s), including those areas in which you have performed well and areas that would benefit from development/improvement.

GENERIC ASSESSMENT CRITERIA

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