August 2013 Published by the Undergraduate Office, CUHK Business School

Faculty Spotlight -Prof. Stella So

Spotlight - 50th Anniversary Fair Public Lecture

Also in This Issue05 Student Editorial Team Recruitment08 Lightbox - Orientation Camp11 Newsroom13 Column - Matt Ng

Click to view the full issue

CU iBUS

Ready to start? A brand new academic year is about to begin! To our old students, welcome back - we can’t wait to see your bright and cheerful faces again. To our new students, welcome aboard! Our School is a whole new adventure waiting for you to discover. There will be challenges ahead that will stretch your potential and happiness to rejoice in. One thing for sure though is that we will always be with you on this ride through all the ups and downs of your next few years here at CUHK.

Welcome to CUHK Business School

Welcome

From the Editor

EDITORIAL

Editor-in-chiefProf. Stella So

MembersCarol HoIsadora HoElaine Leung

CU iBUSAugust 2013

MESSAgE FROM THE EDITOR

Dear CU iBUS readers,

In August, I accepted the role as Associate Dean (Student Affairs) which will give me many opportunities to work with and for students. I am also greatly honored to take up the position as the Editor-in-chief of CU iBUS. I would like to take this opportunity to thank the previous editors-in-chief, Prof. Dennis Fan and Dr. Susanna Kwok, both of whom have established a solid foundation for this valuable communication platform. My goal is to continue listening to opinions and ideas from students in order to facilitate their learning and personal growth.

August is a very special month as our campus gradually comes to life once more after the summer break. After seeing off our graduating students to the next phase of their lives in June, we are very excited to see some new faces. With the new students from the entering class of year 2013/14 warming our campus with laughters in the Orientation Camps, exchange students from all over the world arriving here and other students preparing their return to academic life after a few months away on internships or holidays, Cheng Yu Tung Building will soon be bustling once again.

On this first anniversary of the implementation of the new 334 system, some challenges remain along with many opportunities. But we are always here to help you overcome any hurdles. In this issue of CU iBUS, allow us to introduce ourselves and to let you know what we can do to improve your experience in the Business School. Learn about the channels through which we keep you posted on the latest news and opportunities for enriching your university life. Most importantly, make yourself comfortable at the home of CUHK Business School, the Cheng Yu Tung Building. Find out where you can recharge yourself with quality burgers and cakes and where you can find a relaxing spot for a chat with your friends in this issue of CU iBUS.

Hope you had a good summer and are refreshed for the new term. I can’t wait to greet you all again.

Prof. Stella SoEditor-in-chief, CU iBUS

CONTRIBUTORS

Joseph TongHeidi Lau

STUDENT EDITORIAL TEAM

Tiffany Chiang (HTMG Year 3)Lolitta Ho (IBBA Year 3)Adrian Lai (IBBA Year 4)Jeanette Lai (IBBA Year 2)Tiffany Lam (IBBA Year 2)Tumi Ogunsola (IASP)Michael So (PACC Class of 2013)Jimmy Tsong (IFAA Year 2)Myra Zhang (IBBA Year 2)

CONTACT US

AddressRoom 616, Cheng Yu Tung Building, 12 Chak Cheung Street, Shatin, N.T.

Telephone3943 7746

Emailbba@cuhk.edu.hk

BUSINESS SCHOOL

October16Global Leader Series Economic Forum: The Rise of the Asian Century

01

Ready to start? A brand new academic year is about to begin! To our old students, welcome back - we can’t wait to see your bright and cheerful faces again. To our new students, welcome aboard! Our School is a whole new adventure waiting for you to discover. There will be challenges ahead that will stretch your potential and happiness to rejoice in. One thing for sure though is that we will always be with you on this ride through all the ups and downs of your next few years here at CUHK.

In addition to our warm welcome, here are some quick tips on how to make your time as fruitful as possible during your stay with us.

Cover Story

Course Selection and Add/DropAt the beginning of a new term, we all know that the add/drop procedure is very important if you want to register for those classes you want. Click here for more details regarding the add/drop procedure.

ScholarshipThe Business School, the Office of Admissions and Financial Aid and the Colleges offer scholarships for you to apply. To learn more about the different scholarships, go to: http://www5.cuhk.edu.hk/oafa/index.php/scholarships/2011-07-18-02-33-13

Undergraduate Student HandbookFor our 2013/14 entrants, this is the complete reference guide explaining all aspects of your study throughout your four years at CUHK. You can download the e-version here.

Dean’s List and CUHK Chapter of Beta Gamma Sigma Students who have a GPA of 3.50 or above (out of 4.00) for the academic year are eligible to be recognized on the Dean’s List. However, the total number of students on the Dean’s List cannot exceed 10% of all Business undergraduates for that academic year.

If you achieve a cumulative GPA that is in the top 10% in any of your second, third or fourth years of study, you will be invited to join Beta Gamma Sigma, an American national organization that honors academic achievement in business.

ExchangeApart from University level exchange programs, the Business School has set up its own exchange partnerships with over thirty institutions from all over the world to provide you exclusive opportunities for overseas exchange.

Career SupportThe Undergraduate Office provides career support and advice to you through career events, recruitment talks and company networking events. You can also apply through us for internships to gain access to on-the-job training at companies where we have developed such relationships.

Case CompetitionsEach year in September we organize the Academic Cup to prepare you and your team for case competitions. Winners of the Academic Cup will earn the opportunity to compete in local and international case competitions representing the Business School.

This year’s Academic Cup will take place in late September. Join now! http://www.baf.cuhk.edu.hk/program/out-of-class-academic-cup.shtml

Workshops & E-Learning PlatformTo equip you with the soft skills essential to personal growth, we provide workshops for career and personal development covering a full range of topics, e.g. Writing Effective CVs and Dining Etiquette, among many others.

Missed the workshops? You can attend a “make-up class” on the e-learning platform known as Soft Skills Mentor.

Cross Boundary Leadership ProgramExtend your network, develop your international perspective and leadership skills through us. Through workshops, team work training and overseas study tours, we prepare you for success in the multi-cultural environment that is found in Hong Kong.

Don’t want to get lost?Download the CUHK mobile app here for shuttle bus routes, schedules and classroom locator.

2013 CUHK Art Fair - Be a Committee Member of the Student AssociationNeed a break from your studies? Come to the University Mall on September 12 and 13 and discover your interests in a range of different extracurricular activities.https://www.facebook.com/cuhkartfair2013

1What might you need to know before the term begins?

Welcome to CUHK Business School

2Stay Connected

At your service with job and scholarship postings. You can also build up your online resume and enroll for workshops, scholarships and events through Student Database.

http://www3.baf.cuhk.edu.hk/bbaDB/

Our home in the virtual world – always open! Don’t miss the important news on the notice board!

http://www.bschool.cuhk.edu.hk/program/undergraduate.shtml

Remember to check your University mailbox (not your personal one!) regularly to receive important notices and announcements.

Student Database

Website

E-mail

Meet your friends and professors here, whether for casual chats or in-depth discussions.

http://facebook.com/CUHKBusinessUG

Undergraduate Facebook Page Your one stop report on the

latest events and issues in the School.

Click here to view back issues.

Visit us on 6/F and check out all the latest news on our notice board.

CU iBUS

Notice Board 2

Our counter is located at Room 616, CYT Building. From time to time we distribute some free publications for you to pick up.

Address:Room 616, 6/F, Cheng Yu Tung Building, No. 12, Chak Cheung Street, Shatin, N.T., Hong Kong

Office hours:Mon - Thur: 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)

Student Service Counter 1

1 2

03Cover Story

3Discover Cheng Yu Tung Building

Herb GardenRun by the School of Hotel and Tourism Management, the herb garden provides abundant of herbs and vegetables for Cafe 12.

Cafe 12Tired and hungry after class? Cafe 12 is happy to nourish you with hot meals, dessert and drinks. Don’t forget to try the macaron, one of Cafe 12’s specialties.

CYT LT1LT1’s capacity is 465, one of the largest lecture theatres at CUHK.

The fifteen-story Cheng Yu Tung Building accommodates all teaching and research units of the CUHK Business School.

Student LoungeHow do you fill the spare moments between lessons? We have comfy sofas for you here, whether to discuss your projects or have a casual chat with your friends in the Student Lounge.

Computer labsCome to the computer labs to finalize your papers or do a little internet surfing.

Photos taken by Michael So, Student Reporter

About your profession

Why did you choose Marketing as your profession? Marketing is quite an interesting subject, and it plays an important role in business operations. It acts as a driving force for the company to move forward. Marketing helps a company to polish its image, which is essential. Besides, I feel fulfilled studying marketing. It was great fun in the beginning and continues to be the case.

Are there any essential qualities for one to be a successful marketer? To be a successful marketer, one has to be sensitive to the ever-changing world and with marketing, social and international issues. One has to learn the principles of marketing and relate them to the real world. Another factor is analytical skills. Marketing is a subject concerning consumer behavior, and only by understanding the consumer’s underlying psychology can you shine in this discipline.

Being creative is also essential and it is not confined to marketing. Creativity has to be unleashed and you shouldn’t look down on yourself by thinking you are not creative.

All the things mentioned above can be learned. It is only your attitude that matters. Taking marketing subjects is one approach that polishes your skills.

Other than teaching at CUHK, you are also a consultant for many government organizations and international companies. How different are the two roles and how do they complement each other?These roles are definitely different, yet complementary. Recently I have had greater involvement with government organizations. Involvement in such activities helps me become more familiar with current business developments. Some of my consulting work leads to cases, which with the consent of the stakeholders can also be used in my lessons, offering students a more realistic and practical perspective of marketing. Moreover, as these involvements with government and international firms often include debates and arguments, I can enhance my analytical and strategic skills.

About CUHK

Can you share with us some unforgettable moments during your teaching at CUHK? One such experience was when I led my students to the “L'Oreal Brandstorm” competition in France. We travelled and went shopping together. Most of all, I felt energetic and young again by being with them. We learned together too: it was a great opportunity for us to learn from our overseas counterparts.

I also learnt from a student that “Beauty is only skin deep”. I had an international student in my class who had a rather flamboyant and exaggerated appearance and dressing. I didn’t think he would work on his studies. However, he surprised me greatly with his extreme concentration during lessons and his strong performance in tests. It really hit me that we should not judge people only by their appearances.

About yourself

What was the craziest thing you have ever done?That happened during my undergraduate studies in England. I enrolled in an internship program in a consumer research company and my duties involved conducting door-to-door surveys in three major cities located in different areas. I had to drive to each survey subject’s house by car. I didn’t realize what I got myself into until my friends started saying they doubted whether I could do it. For me, as a foreigner and a newly qualified driver, it was a huge challenge to drive to these three cities with no GPS, just a paper map.

Could you share with us one of your most sentimental moments?One of my former students who graduated five or six years ago comes back often to visit me here or asks me to join him for gatherings during festivals. Even if he does not have time for a face to face get together, he sends greetings to me via WhatsApp messenger. This is not just a one time thing, rather the sentiment has been built over a long period. It is really unusual nowadays to find individuals who show such personal and traditional commitment to a relationship.

Which country is your favorite travel destination?At this point in time, I would say Africa and Russia since these are places I have not visited before. I would love to see the animal migration in Africa if I have the chance.

What are your hobbies and interest?I like watching musicals and there is such a wide variety that one will surely suit your taste. Musicals like MAMMA MIA! and Phantom of the Opera are quite popular.

Faculty Spotlight

Prof. Stella SoAssociate Dean (Undergraduate Studies, Student Affairs)

| Serving CUHK since 1986| Teaching MKTG2010 Marketing Management in Term 1 and MKTG4040 Strategic Marketing in Term 2| Affiliated to Chung Chi College| Birthday: June 11

By Jimmy Tsong, Student Reporter

05Advertisement

Date: July 27, 2013By Jeanette Lai, Student Reporter

As part of the celebration of the 50th anniversary of CUHK, Prof. Andrew Chan Chi Fai, the Director of the EMBA program was invited to conduct a public lecture entitled “Strategies For Building Successful Brand Image” on July 27, 2013.

Prof. Hau Kit Tai, the Pro-Vice-Chancellor and the Chairman of the 50th Anniversary Fair Steering Committee kicked off the seminar by giving a welcoming speech. Then Prof. Chan spoke, sharing his insights on brand building.

To launch an efficient branding strategy, the company should first observe what the market wants and then evaluate the companies’ ability to provide what is needed. Prof. Chan illustrated this point with his left-right circle theory, highlighting three criteria: “First, is your product or service what the market needs – that is the left circle. Second, are you able to deliver what they need, that is the right circle. The more the two circles overlap, the stronger your brand’s competitive edge is. Finally, an outside factor: are you good enough to compete with your competitors?”

Strategies for Building Successful Brand Image

Prof. Chan also shared the “Awareness – Comprehension – Liking – Action – Habit” (ACLAH) approach that he developed to explain the five steps of a successful brand. Consider, every day we are exposed to the names of different shops on TV, on the internet or even on the outside of mass transit vehicles but do you really know what kind of goods they sell? You may walk past a restaurant every day but you simply keep walking past instead of going in. Whether potential customers like your brand depends on the quality of the product. Companies should collect feedback from those who do not like the brand and continuously improve it, converting more and more people who have only heard about the brand into customers.

50th Anniversary Fair Public Lecture:

Prof. Hau Kit Tai, Pro-Vice-Chancellor and Chairman of the 50th

Anniversary Fair Steering Committee and Prof. Andrew Chan Chi Fai, Director of the EMBA program in the Q&A session

07Spotlight

Taking CUHK’s EMBA program as an example, Prof. Chan explained how he adjusted the right circle of the program (Institution Competency) to the left (Needs of Stakeholders) when he first took up the position as the director. From potential clients he found that the program was thought to be too theoretical. It was from this point that he reformed the program, including a wider range of elements from case studies, sharing from successful business practitioners to leadership training and overseas study tours. That is how CUHK’s EMBA is differentiates itself from executive education programs provided by other institutions.

Building a brand is more than just setting up a business with a bang but also sustaining it by responding quickly to the ever-evolving market. Every product has a lifespan; if a brand fails to respond to the market, nobody can prevent it from fading out. Prof. Chan believes that sustaining a business is like setting up a business every day. We need to act rapidly in response to rapid changes in demand and expectations from society.

Theories tell us that a company has to meet the needs of the stakeholders. Does that mean it is not possible to create needs? “We cannot create needs,” answered Prof. Chan, “but we can shift the demand.” As an example, take the mooncake industry. Most Chinese people buy this traditional festive food not because of its taste but for its underlying meaning. Giving mooncakes to the elder generation symbolizes politeness, respect and health. In other words, if you need to show respect to an older person, you need to buy and give them mooncakes. That is how a company can “create” demand: by instilling or reinforcing the meaning behind the product.

Branding is the whole image building process of an organization. It is more than just the logo or the name of the company, also it is about being responsive to the market. Yet Prof. Chan reminded us that before we are able to build a successful brand, it is more important to not ruin it by pushing it excessively.

Reflection by Jeanette Lai, Student Reporter

“What is branding and why do we need branding?” I went to the public lecture hoping to get the answers. Though I expected the lecture to be mainly focused on theories, it turned out to be a really inspiring talk. Prof. Chan used a lot of vivid examples to illustrate his theories and the entire two hours was filled with interactions. As this was a public lecture, most of the audience seemed to be veterans of the business world, thus, the Q&A session was especially enlightening.

I am currently doing an internship where one of my duties is to develop marketing strategies for the company’s products. And I was really glad to be able to attend this seminar and bring back all the inspiration from it to my job, to real life. This type of public lecture offers a very good opportunity for undergraduate students to learn outside the classroom.

In celebration of the 50th Anniversary of CUHK, more lectures facilitated by other faculties will take place in September and October. Don’t miss the chance to learn something new, choose the topic you are interested in and go for it!

http://www.50.cuhk.edu.hk/en/anniversaryfair

August21-24BASO Orientation Camp

Prof. T J Wong, Dean of CUHK Business School with some welcoming words for our new students to our campus as they start on the next stage of their lives

Prof. T J Wong and Prof. Stella So, Associate Dean (Undergraduate Studies, Student Affairs) unveiling the 2013 BA O'Camp at the ribbon cutting ceremony.

Exercise time - let’s get those arms and legs moving and the blood pumping!

Students strategizing as they plot to be the best team.

A team united – the key to success!

09Lightbox

Advertisement

Class of 2013 Graduate Survey

We are very proud of our most recent batch of graduates, the class of 2013, for their continuous pursuit of academic excellence at the Business School for the past few years. In the hope of providing them with new job opportunities that suit their career aspirations, we asked the graduates to complete a survey for the Business School Undergraduate Office Alumni Directory. More importantly, we would love to stay in touch with these graduates who as students have been so closely connected to us for the past few years.

What do they think……

Top 5 Industry sectors of employing organization Accounting

Finance & BankingRetail / Wholesaling

GovernmentBusiness Consultancy

Scale of employing organization (Total: 246)

Voices of our graduates

Life in CUHK is great. I've met a lot of friendly people and expanded my horizons. Also, the University offers a lot of support to the students. I will never forget my experience in CUHK.

Life in CUHK is really fruitful. I gained a lot from CUHK such as the exchange and internship experiences and all these contribute to the opportunity of my current job offer. Thank you very much!

I have experienced a lot more than expected and I feel very lucky to be a member of CUHK. In the future, I hope I can achieve most of my targets and try to contribute to society.

Thanks for helping us by organizing many useful talks and seminars. I really appreciate your hard work! God Bless!

Thanks for everything in CUHK!!!

I was lucky to study in CUHK and had my best brought out by the best teachers and friends. I really appreciated it.

Internship experience during university life is very important for future career development.

School life at CUHK is amazing and important to me.

CUHK Business School is spectacular! I am deeply grateful for everything that the School and its staff have given me.

72% 18% 10%

Multi-national Hong Kong

Mainland China

Change of Directorship in the School of Hotel and Tourism ManagementProf. Eliza Tse will retire from CUHK, and Prof. Denis Wang will fill the position of School Director for a period of two years from September 1, 2013 to August 31, 2015.

11Newsroom

The Bloomberg Aptitude Test (BAT) Hall of FameDate: June - July, 2013

Two of our students were honored for their performance in the Bloomberg Aptitude Test (BAT) and were entered into the Bloomberg Institute Hall of Fame. GBS student Alan Yip (Year 3) ranked first in the Asia & Pacific region for June, while Andy Li (PACC, Year 4) ranked fourth for the month of July.

The BAT evaluates business students’ aptitude for a career in business and finance by assessing how they process and analyze information. It is also an efficient platform through which employers recruit bright candidates.

In the new academic year, the Undergraduate Office will continue to work with Bloomberg to provide this unique opportunity for CUHK Business students to shine in front of potential employers.

“Navigate My Financial Future” Case Competition 1

Date: June 13, 2013

Co-organized by Visa and AIESEC Hong Kong, the final round of “Navigate My Financial Future” took place on June 13 at the City University of Hong Kong.

To compete, the students had to submit a proposal explaining how they would raise the awareness of financial knowledge among secondary school students. Five teams were then shortlisted for the final presentation of which two teams include our students. Ng Wai Chung and Ng Ching Man, Cynthia (both GBS, Year 2) won the championship with teammates from other universities; while Liu Wai Ching Sunny and Sin Wing Han Lettie (both IBBA, Year 2) won the first runner-up prize with teammates from the Faculty of Engineering.

The winning team earned a chance to meet Mr. Tom Tobin, Country Manager for Visa Hong Kong & Macau and was awarded a HK$10,000 cash prize; while the first runner-up team won a HK$8,000 cash prize.

1

Newsroom

Academic Counseling 2 - 4

Date: August 15, 2013

The Registry of the University worked together with the Undergraduate Programs to organize the Academic Counseling for the 2013/14 new undergraduate students on August 15 to familiarize them with the curriculum and course registration procedures.

The students were also excited to meet their classmates who will be their comrades for at least the next four years.

Michelle Lee, an Integrated BBA student admitted through the non-JUPAS (Local) Admission Scheme, voiced her excitement to be in CUHK. She said “I really love this large campus and I cannot wait to start my studies here. I like this program too as it offers a lot of concentration areas for me to explore, concentrations that are the keys that will open doors for me after graduation.”

Stella Kong from the International Business and Chinese Enterprise Concentration was just as delighted to be in our green campus. “CUHK is really like a campus rather than just an institution. I love how large it is. But it would be even better if the buses come more frequently.”

All the very best to our new students!

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3

4 Michelle Lee, Integrated BBA student

13

Life is a countdown. The only important thing to remember is that we each have a wind-up clock counting down the minutes, and which could end any second, no one knows when. So if you have anything you want to pursue, anything you want to say, anyone you want to see, I send my wholehearted blessing to you, that you could live in the present. And I sincerely encourage you to take that step. The first step is always the hardest one, but I assure you, there will always be a rainbow waiting for you after the storm.

Thank you very much for reading my unorganised, random writings. I would be most delighted, if you have found one or two of my columns particularly enjoyable to read.

I am very glad that I have started my journey. It was the best time of my life, and it still is. And I hope I will see you on the road someday.

The Last Story

Column

Matt Ng Alumnus, Quantitative Finance, Class of 2012

ABOUT THE AUTHOR

Matt Ng took his first backpacking trip to Nepal during the summer of 2009, and ever since then he can’t stop traveling. During his one-year exchange studies in Switzerland, the same backpack saw him through Europe where he experienced all the highs and lows of being (at different times) a hitchhiker, a farmer, a lost and robbed traveler, and a homeless street sleeper. He has shared with us all these wonderful and inspiring adventures with us in this column since September 2012. Although this is his last column on CU iBUS, Matt will certainly go on traveling. See you on the road, Matt, and may you always have fair winds and following seas on your travels.

Time flies. It has been one year since I started writing this column and this will be my last one. This time, I’d like to talk about my journey outside of traveling.

During my first backpacking trip to Europe, I was following the guidebook, hitting the famous spots, checking the boxes on the to-do list. I did this because I was afraid of not seeing enough, I was trying to prove to myself I was there. But then I realised the more I wanted to see, the less I actually saw. It was like seeing through someone else's telescope, confined, biased. And after a day of hassling in Porto, Portugal, I questioned myself, “What do I really want? What am I looking for?”

So I started traveling without doing any research, just arriving at each new place knowing nothing but its name, only wanting to learn about the place and its people without any preconceived ideas. I might have missed some famous spots, but I prefer seeing things with my own eyes, listening with my own ears. And slowly I found out what fascinated me the most are the stories of people I met on the road - who they are, where they are from, why they are here.

And one after one, I came across a series of inspiring stories – Christie who founded the future village in Nepal; Nico who created the Flutuarte for the fishermen in Rio de Janeiro; Laura, a food scientist dedicated to mitigating starvation in Africa; Travis, who once could only dream of stepping onto Antarctica’s ice, and today drives a truck in Antarctica, his dreamland now a reality; Takuya, who spent three years to save enough money to travel around the world. These are the stories about people who have dreams, and who have dared to make them real.

Of course, nothing comes free. You have to earn your reward, you have to make choices, you have to let go. Especially in Hong Kong where we have so many expectations from others, carry many different burdens on our shoulders, and our choices seem to be oh so limited. But I do believe there are always possibilities, and that we should not forget there is a world out there which has so much to offer, as long as you dare to try.

Thank you Matt!