Click to add title Suggest a new name to win a prize! Published by the Undergraduate Office, CUHK Business School
August 2012
Discover Undergraduate Office September is coming! Are you ready for the new academic year? Feel free to drop by the Undergraduate Office (students call us UGO), the office providing most of the services relevant to you as a Business School student. (Page 01)
Ocean Park - an evolving HK icon CUHK raises public awareness on E-waste
Also in This Issue 04 Voices of our new students 05 Voices of our graduates 09 GBS students share competition experiences 10 Academic counseling for new students 11 Social Business Boot Camp #2 for HKSBC Click to download the full issue
Discover
Undergraduate Office
September is coming! Are you ready for the new
academic year? Regardless of whether you are worrying about getting into the same course with your best friends, planning for next year’s exchange, or putting together a team to compete in the upcoming case competitions, feel free to drop by the Undergraduate Office (students call us UGO), the office providing most of the services relevant to you as a Business School student.
Prof. Dennis Fan Associate Dean (Undergraduate Studies)
Here are some of the things that our office does. You probably know that UGO is responsible for arranging academic events including admission talks, add/drop, Beta Gamma Sigma and special program administration. But did you know that UGO also looks after case competitions, manages the e-learning platform, or that it organizes enrichment programs as well as various other workshops for students? UGO also handles alumni and external affairs, such as arranging internship and graduate career placement opportunities. And through reading this newsletter, you know that UGO publishes monthly announcements at the end of each month. Stay tuned! Address: Room 616, 6/F, Cheng Yu Tung Building, No. 12, Chak Cheung Street, Shatin, N.T., Hong Kong Office hours: Mon - Thu 8:45 am - 1:00 pm; 2:00 pm - 5:30 pm Fri 8:45 am - 1:00 pm; 2:00 pm - 5:45 pm (Closed on Saturdays, Sundays and Public Holidays) Hotline: 3943 7746 E-mail: cuhkbba@cuhk.edu.hk Website: http://www.baf.cuhk.edu.hk/bba Best of luck to all of you in the 2012-13 academic year!
Dr. Susanna Kwok Assistant Dean (Undergraduate Studies)
Prof. Andrew Yuen Assistant Dean (Undergraduate Studies)
3943 1850 Mr. CW Chau | Mr. Nan Yi
Admission Admission talks Program admission interviews Transfer-in applications Minor declaration Student Ambassador Program 3943 7745 Mr. Tony Ha | Mr. Steven Chan | Ms. Maggie Hung
Program Administration Course registration Add/drop Declaration of concentration Scholarship & financial aids Dean’s list Beta Gamma Sigma membership
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Notes on course selection and add/drop At the beginning of a new term, we all know that the add/drop procedure is very important if you want to register for a class you want. For more details regarding the add/drop procedure, click here for the UGO notice.
3943 7297 Ms. Carol Ho | Ms. Diana Law | Mr. Kenneth Dai
Special Program Administration 3943 7743 Ms. Clare Ng Asian Business Studies (ABS) / BBA-ERG, LLB-BBA double degree options 3943 1850 Mr. CW Chau
Corporate Social Responsibility CSR scholarship, CSR research and education, CSR activities, CSR library
3943 1909 Ms. Claire Li
BBA-JD
Exchange 3943 7643 Mr. Joseph Tong
Information on business exchange program Exchange nomination and application Application for suspension of studies
BBA-JLM double degree option 3943 8771 Ms. Diana Law Global Business Studies (GBS) / International Business and Chinese Enterprise (IBCE) 3943 8627 Ms. Noren Chan | Ms. Claire Li | Ms. Noel Cheung
Career Development Student placement Internship Career advising Career workshops
Alumni Affairs
3943 7741 Ms. Erica Chu | Mr. Joseph Tong
Experiential Learning Student development workshops, E-learning platforms, International and local case competitions, Liaison with student organizaitions
3943 7297 Ms. Carol Ho | Mr. Nan Yi
Marketing Communications Inauguration Ceremony Orientation Day for undergraduate admission Monthly Announcement Undergraduate Programs Brochure
Mentorship Program Liaison with BBA Alumni Association
3943 7743 Ms. Clare Ng | Ms. Noel Cheung | Ms. May Fung
Office Administration
Cover Story
We are ready! Onwards to “3+3+4”
More in July 2012 issue.
An introduction to the new four-year curriculum CUHK offered a four-year normative curriculum from its establishment in 1963 up to 1993-94. Since then, CUHK actively advocated the reversion of the undergraduate curriculum from a three year to a four year format. Starting September 2012, we will be restoring the four-year curriculum back to CUHK, reviving the University’s traditions and values in promoting an improved holistic education and whole-person development. What’s new about the four-year curriculum? Students admitted into the four-year curriculum are required to complete at least 123 credits and to satisfy requirements under separate categories including Faculty Package, Major Required, Major Elective, University Core and Free Electives (click for more). The Faculty Package is designed to encourage students to take courses that are within the same Faculty but outside their chosen field of specialization. On the other hand the University Core does away with
Call for Entry!
Academic Cup 1 real business case 4 comrades in a team 48 hours for preparation 10-minute presentation 4 winning prizes Sep 29, 2012 - show time! Details on upcoming e-mail.
the limitation of a single professional discipline, and marks CUHK’s long-established tradition for students to enhance their skills in numeracy, critical thinking, IT literacy, as well as language. A total of 21 credits of General Education are also required under the University Core. In addition, a Capstone course in the form of research, internship or other learning activity that helps students synthesize their learning will be introduced into every Major program. Apart from the emphasis on more cross-departmental courses and the enhancement of General Education, wider choices of minors, double majors and double degrees are also made available on campus. With the additional year of study, more opportunities will be available to broaden international exposure for student exchanges and overseas internships, and to increase non-formal education led by our distinctive Colleges.
HSBC Open House to explore Career Opportunities HSBC will be holding an Open House in the HSBC Central head office in early October. You will have the opportunity to meet and speak to the senior business, current Associates and HR colleagues of HSBC and find out what it’s really like at HBSC and how their management programs lay a path that will prepare you for the challenges of tomorrow’s business environment. As vacancies are limited, attendance at this event will be by invitation only. Please click here for details. For registration of the event, please take note on upcoming e-mail from the Undergraduate Office.
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N e e d i n s p i r a t i o n? R e a d t h e b a c k i s s u e s !
| June 2012
| July 2012
Click to add title Suggest a new name for the Monthly Announcement to win HK$200! See? Monthly Announcement looks just different! It has a new layout. It offers new stories. It covers more angles. Now, what we need is a new name. Terms & Conditions: - All students and staff of CUHK Business School are welcomed to submit entries. - Judges: Prof. Dennis Fan, Associate Dean (Undergraduate Studies) Dr. Susanna Kwok, Assistant Dean (Undergraduate Studies) Prof. Andrew Yuen, Assistant Dean (Undergraduate Studies) - Multiple entries will be accepted. However, each participant will be eligible to win the prize once. Prizes Winner
HK$200 Page One gift card
Lucky draw - 5 participants
HK$50 Hung Fook Tong cash voucher
We look forward to your creative suggestions! | Entry deadline: 12:00nn, Sep 20, 2012 (Thu)
Voices of our new students -
A Recap of Orientation Camp T
he Colleges and the Society of Business Administration together with their college divisions organized two orientation camps in August for the two cohorts of freshmen admitted to the three-year curriculum and four-year curriculum respectively. Orientation camps enable these new students to better understand the Business School to which they belong, and to help them connect with their fellow students. Prof. Dennis Fan, Associate Dean (Undergraduate Studies) was invited to address the students at the opening ceremony of the orientation camp on Monday, August 13.
New students joining Orientation Camp Credit: Communications and Public Relations Office
“I am so glad to be a member of the Business School. I will spare no effort in striving for better performance in my studies and I will treasure every single opportunity to widen my scope and to build friendships.”
“I am really thrilled to have finally arrived in Hong Kong! This place is so unique and full of opportunities. I can’t wait to begin my study at CUHK Business School!”
- To Cheuk Man, Freshman, Integrated BBA Program (admitted through JUPAS)
- Stepan Yurovskikh, Freshman, Integrated BBA Program (admitted through Admission of International Applicants)
“There is nothing more delightful than knowing that Admissions has invited me to join the CUHK Business School!” - Ngai Ka Ming, Freshman, Integrated BBA Program (admitted through JUPAS)
“At CUHK, I definitely see a bright future for myself.” - Huang Huilin, Freshman, Business Stream (admitted through Mainland Admissions under the National Colleges and Universities Enrolment System)
Spotlight 05
Voices of our graduates -
I love CUHK! Be proud of being a part... I
n bidding farewell to our newest graduates, the class of 2012, Alumni Affairs (UGO) wrote to this alumni cohort in June to express our gratitude for their pursuit of academic excellence at the Business School for the past few years. In hopes of staying connected with them, we also invited the graduates to complete a one-page profile (survey) for the Business School Undergraduate Office Alumni Directory. We also introduced them to the newly formed placement division that seeks to bring more career opportunities to our graduates.
73% of graduates completed the survey. 258
26
employed What do they think about the CUHK school life and job placement?
(data extracted in early August)
further studies
Thanks for all the help during my study in CUHK. It means a lot to me.
CUHK has a very good busines s school. I would like to see more jobrelated support to my fellow CUHK schoolm ates from the faculty in the future.
Please give more faculty support to the current students. Supports like internship opportunities and faculty exchange programs were far from enough when I studied here.
78
seeking employment
Although I am now going to study a one-year Master degree program at CUHK which is not offered by The BA Faculty, I still hope that The Faculty can continuously provide me with updated information about job openings as I was once a business student. I do believe that the assistance is
11
others
I love CUHK. Our professors and instructors are very nice and helpful.
of utmost importance in my job search next year.
the Apart from ogram, pr e g n a exch r a an one-ye internship does help experience nting, with job hu for the s k n and tha ternship help on in ents. arrangem
Thanks CUHK for giving me a fruitful exchange experience!
Career workshops and interview skills workshops were helpful and inspirational. Keep them going.
Tha nk you for offe ring us a lot of opp ortu nities in the pas t 4 yea rs.
Hong Kong NEW Brand Series
Ocean Park - an evolving Hong Kong icon Brought to you by the Department of Marketing, CUHK Business School. CU: Prof. Leo Sin, Dr. Susanna Kwok, Department of Marketing OP: Mr. Paul Pei, Executive Director, Sales & Marketing of Ocean Park
Located on the southern side of Hong Kong island,
Ocean Park officially opened in January 1977, and has since become Hong Kong’s premier educational theme park featuring world-class marine attractions. The park, built at a cost of HK$150 million was funded by the Hong Kong Jockey Club with land provided for free by the Hong Kong Government. Between 1982 and 1984, the Hong Kong Jockey Club allocated a further HK$240 million to fund the Park’s second phase of development, which included facilities at Tai Shue Wan and thrill rides at the Headland. In 1987 Ocean Park reached a major milestone when it became an independent body incorporated under the Hong Kong Ocean Park Corporation Ordinance 1987 as a non-profit organization. Since its opening 35 years ago, what has remained unchanged in guiding the way Ocean Park operates? How did Ocean Park overcome the financial deficits in the late 90s and the potential threats from the Hong Kong Disneyland Resort? And what makes Ocean Park a Hong Kong icon? To find the answers, Prof. Leo Sin and Dr. Susanna Kwok chatted with Mr. Paul Pei, Executive Director, Sales & Marketing of Ocean Park.
Growing the park on three pillars CU: Over the past 35 years, what are the most important elements in building up the Ocean Park brand? OP: Brand management is one of the most important things to us because it is about how we see our own brand and what it looks like to the public. More importantly, it lets us know what Ocean Park stands for. Our vision, that is, what we want to be, is ‘to be a world leader in providing excellent guest experiences in a theme park environment that connects people with nature.’ Our mission statement explains why we exist ‘Ocean Park provides all guests with memorable experiences that combine entertainment and education, while inspiring life long learning and conservation advocacy. Our aim is to maintain a healthy financial status, while striving to deliver the highest standards of safety, animal care, products and guest service.’ ‘Fun, Service, Safety, Education and Conservation, and Respect for People’ are the Park’s core values. In addition, entertainment, education and conservation are the three pillars that have remained clearly identified and widely accepted with us over the past 35 years. We have grown our park based on these elements.
Staying relevant to the marketplace CU: Does the new attraction ‘Old Hong Kong (「香港老 大街」)’ reflect Ocean Park’s strategy to become more localized?
Mr. Paul Pei talks about Ocean Park’s brand philosophy. Credit: Ming Pao
OP: Our operation is based on a simple belief - to stay relevant to the marketplace and the people we serve. Therefore, Ocean Park has to be truly Hong Kong, standing for Hong Kong and bringing our guests a uniquely Hong Kong experience, instead of an
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‘Old Hong Kong’ is just one example of how Ocean Park stays relevant to the marketplace. Credit: Ming Pao
Artist Wyman Wong will be leading the spirits of this year’s Halloween Bash, and turning it into the trendiest horror event ever. Credit: Ming Pao
American, European or Australian one. ‘Old Hong Kong’ is just one example of how we do it. We not only offer an edutaining experience of the city’s heritage and indulge the public’s appetite for classic delicacies, but we build this park in a Hong Kong style, and in the process hope to make Hong Kong people proud.
Guests do need a reason to visit Ocean Park CU: 35% of your visitors are local citizens, how do you attract more local Hong Kong residents to visit Ocean Park, or to visit again? OP: People buy if they have a reason to buy. And sometimes, we can create such a reason, to let them feel the need, or to perceive such a need. That’s why every year we organize what we call the ‘Big Five’ mega-events - coolest Summer Splash (「海 洋公園夏水禮」) during the summer heat, the timely
yet terrifying Halloween Bash (「海洋公園十月全城哈 囉喂」), the family gathering Christmas Sensation ( 「海洋公園聖誕全城HO HO HO」), Lunar Lucky Fiesta (「海洋公園開運大團拜」) for good luck during the Chinese Lunar New Year, and the kidsfavorite, the edutaining Animal Month in High Definition (「海洋公園高清動物月」). In this way we give our guests five distinct reasons to visit Ocean Park. However, we know these programs are not enough for those Hong Kong people with high demand who don’t like doing the same thing twice and are constantly looking for new experiences. Launched a decade ago, the Halloween Bash’s horror theme remains unchanged but each year it can be achieved in different ways. We have tried new elements - ‘hiring’ new ghosts, constructing different haunted houses, and even collecting diverse ghost stories through a public contest. I still remember that we were once inspired by the CUHK ghost story of Single Braid Road (「辮子路」).
Front Row
“
When we present animals, we present with emotion. ”
Immersive experience makes all the difference CU: Now more than ever, we are moving into the era of experiential marketing. Customers not only look for quality products and services, but they also expect immersion and participation with the products and brands. This is particularly true for the tourism industry. How does Ocean Park guarantee a perfect and memorable experience for the guests? OP: A theme park has to step forward and constantly grow, otherwise it will be forgotten. That’s why in 2005 we launched a HK$5.5 billion Master Redevelopment Plan to gear up for a new Ocean Park Experience. Upon its completion in July 2012, we doubled the number of marine attractions and thrill rides in the park. What’s more, we are now planning with the Hong Kong Government to bring back a water park, open up three resort hotels, and re-develop the Tai Shue Wan area in the future. Connection with nature and interaction with animals have always played important parts in the Ocean Park experience. For example, we just brought more than seventy penguins to the park’s new attraction Polar Adventure (「冰極天地」). To see, smell, hear, or touch these lovely animals is an all-round immersive experience. Do you know why we name our animals? It is because nothing sounds sweeter than when
someone calls you by your name, a symbol unique to each one of us. Thus, when we present animals, we present with emotion. I can teach a staff how to switch on the thrill ride, how to clean the table, but I cannot teach him/her how to smile, and how to show the genuine spirit of hospitality. That’s why we spare no effort in hiring the right people for our park, people who aspire to be in this industry. Road signs, maps, websites in different languages help us welcome our guests, guests who come from all over the world. Yet something as simple as an eye-contact, a warm smile, or a friendly greeting from one of our staff can make all the difference in the world. We do much more than communicate; we invite our guests to enter our world, the world of Ocean Park and being part of Ocean Park. In addition, we make great efforts to ensure the safe operation of our system, to search for the right chefs for our food outlets, and to create more chances to integrate our guests as part of conservation. All these make up the Ocean Park experience. Even though customers may not always be right, they always have to be satisfied. If you get married, you know the importance of never going to sleep unhappy. Similarly, we do our best to avoid having our guests leaving our park unhappy. (Click here for the full version, Chinese version only)
Experiential Marketing In the era of experiential marketing, customers not only look for quality products and services, but also expect immersion and participation with the products and brands. It is a comprehensive experience on sensual, sentimental, intellectual and spiritual levels.
Next issue: Octopus
Newsroom 09
GBS students share entrepreneurial competition experiences Date: Thursday, July 19, 2012
A team of Global Business Studies (GBS) students
beat over 300 teams to win the Hong Kong Championship at the HSBC Young Entrepreneurs Development Council Young Entrepreneur Challenge 2012. The winning team members share their thoughts: “This is definitely a memorable experience for the four teammates’ support. Meetings have always been fun of us. Winning the championship out of more than 300 and energetic. One of the most challenging parts is competing teams is certainly very exciting. arranging time for meetings. We all had very packed schedules with internships, and one of our teammates Firstly, an entrepreneurial competition is very different was out of town for more than a month. However, we still managed to keep in touch and established a clear from other business case competitions. We literally division of labor. Once again, we learnt the had to start from scratch - from brainstorming business ideas to building a business model. There importance of teamwork. were endless discussions on ways to refine the plan. It is more challenging, yet more rewarding, than writing In short, when asked about the key to success, we a business plan for an existing, or in some cases, would say that it is the combination of teamwork, made-up company. The ‘dulcius ex asperis’ - sweetness perseverance and creativity. Last but not least, we after difficulty, is indeed heartwarming. would like to express our heartfelt gratitude towards our team advisor, Prof. Gordon Cheung, Mr. Philip Pau, Secondly, and more importantly, we enjoyed great our mentor, CUHK Business School, as well as the many seniors and friends who have provided support and team spirit. Even during the hardest times, work appeared less tough and more enjoyable with our guidance along the way.”
The winning students are from the Global Business Studies stream. From left: Law Ka Kit (Year 1), Yip Tsz Chung (Year 2), Ng Wai Chung (Year 1), and Poon Ka Ki (Year 2).
CUHK in collaboration Academic counseling with AIA to raise public for this year’s new awareness on E-waste students Date: Wednesday, August 22, 2012
Date: Tuesday, August 21, and Thursday, August 23, 2012
Are people in Hong Kong concerned about the
To help our new students become familiar with the
growing amount of electronic-waste (E-waste) being generated each year? Initiated by the Institute of Environment, Energy and Sustainability at CUHK in collaboration with AIA Group, an E-device Survey was launched as part of a larger collaboration between the Institute and AIA to raise awareness and call for action about E-waste reduction. The survey was conducted among 1,200 adults in Hong Kong by TNS, a leading consumer research company.
curriculum and the experiential learning opportunities available at the Business School, each program arranged an academic counseling session for its HKALE students on August 21 (Tuesday) and HKDSE students on August 23 (Thursday). Academic counseling for the Integrated BBA Program began with an introduction of the academic curriculum and study schemes by Prof. Andrew Yuen, Assistant Dean (Undergraduate Studies), while students’ sharing on their experiential learning activities and tips on course The findings were presented during a press conference selection via the CUSIS system was also featured. held on August 22 at LT6, Cheng Yu Tung Building. Professor Joseph Sung, Vice-Chancellor & President of CUHK and Mr. John Chu, Group Chief Investment Officer of AIA and alumnus of CUHK, and Prof. Dennis Fan, Associate Dean, CUHK Business School joined the event and shared their personal views on E-waste. An in-depth report on E-waste will be published in the September issue of this Monthly Anouncement. Click here now to find out more about the E-device Survey.
Newsroom 11
Special Information Social Business Boot Session for parents of Camp #2 for HK Social new Mainland students Business Challenge Date: Monday, August 27, 2012
Date: Saturday, August 11, 2012
K
icking off this past April, the Hong Kong Social Business Challenge, a joint initiative by CUHK Business School and SOW Asia entered the Semi-Final round in July. The second mentoring session, HKSBC Boot Camp #2 was held on August 11 (Saturday) to help participating teams entering the Semi-Final round gain additional insights in modern social enterprises’ best practices and improve the business plans they have submitted in the First Round. We would like to express our appreciation to the nine mentors who attended the Boot Camp and inspired our students:
Co-organized by UGO and Learning Enhancement
Officer from Office of Student Affairs, Prof. Zhang Meng, Department of Marketing, welcomed parents of this year’s Chinese Mainland freshmen at an Information Session held on August 27 (Monday). This session was designed to provide an overview of the Business School as well as to reassure the parents facing uncertainties as their children will soon start new lives in a new town. Mr. Han Bowen, Quantitative Finance Year 2, Miss Liu Ting and Mr. Yi Nan, graduates of the Professional Accountancy Program were invited to share with the parents what they and their Mainland schoolmates experienced during and after their four-year academic journeys at CUHK.
GLEF Program offered talk on Euro Crisis The Global Economics and Finance (GLEF) program
successfully admitted its first cohort of students this year. As a special feature of their program interviews held in July and August, both JUPAS and non-JUPAS candidates were invited to tour the Finance Trading Lab at Cheng Yu Tung Building and participated in a talk on the Euro Crisis.
- Edwin Lun, Group General Manager, Go Fun Group - Kim Soo-Yun, Senior Managing Director, Leading Asia - Eric Pong, Founder and Director, Red Hare Limited - Sing May Chou, Director, Kapok Tree Limited - Tony Chan, Founder and CEO, Asia Pacific DealFlow Ltd - Michael Tang, CEO, Location Company - Eugene Fong, Founder, Junefair Engineering Co. Ltd - Daniel Tseung, Founder & Managing Director, LionRock Capital - Tytus Michalski, Managing Director, Fresco Capital Advisors - Scott Lawson, CEO, SOW Asia - Darius Yuen, Founder, SOW Asia
Global Business Studies (GBS) Annual Dinner 2012 Date: Saturday, August 11, 2012
T
he Global Business Studies (GBS) stream organized an annual dinner on August 11 at the University Guesthouse. The annual dinner is a platform for GBS alumni and current students across different batches to meet each other. It was also a farewell to Year 2 and Year 3 students who will soon be departing for their respective exchanges at Copenhagen Business School in Denmark and University of North Carolina at Chapel Hill in the United States. Prof. Gordon Cheung, Associate Pro-Vice-Chancellor and Prof. Denis Wang, the newly appointed Director of Global Business Programs joined the event.
EDITORIAL
The Business School’s primary colors are a regal purple and orangeyellow: purple signaling loyalty and devotion, and yellow signaling perseverance and resolution.
Editor-in-chief: Prof. Dennis Fan Members: Dr. Susanna Kwok | Ms. Carol Ho | Mr. Joseph Tong | Mr. Nan Yi Address: Room 616, Cheng Yu Tung Building, 12 Chak Cheung Street, Shatin Telephone: 3943 7746 Email: bba@cuhk.edu.hk