higher diploma in business with design management 2009 - 2010 course journal

Department of Business Administration工商管理系

Higher Diploma in Business withDesign Management

Course Journal2009 - 2010

SUCCESS = BUSINESS + CREATIVITYL e a r n i n g t h r o u g h K n o w l e d g e a n d P r a c t i c e

ContentsPreface p. 2

Acknowledgment p. 3

List of Graduates 08-09 p. 4

List of Student Final Year Projects 07-10 p. 5

Students’ Final Year Projects p. 6

Students’ Design Projects p. 8

Course Activities p. 12

Creative Space p. 13

Site Visits p. 14

Workplace Experience Programme p. 16

Distinguished Lecture Series / Experts Show the Way p. 18

Guangzhou Study Tour p. 20

Other Activities p. 21

Business Collaboration Projects p. 22

BDM Student Advancement Path p. 28

BDM Society p. 29

Award & Scholarship Recipients p. 30

Summery of Media Exposure p. 34

Photos p. 36

Reflection of Students & Alumni p. 38

Message from Practitioners p. 39

1

Preface

Business with Design Management

2

Time flies, and we are going to recruit the 5th intake of Higher Diploma in Business with Design Management in August 2010. Being one of the pioneers

in Hong Kong to launch the course in business with design component, we are glad that our program receives very positive feedback from industry

practitioners who realize that cultivating creativity through design is the best way to encourage students to think out of the box.

Recently, the topics such as “Creativity”, “Innovation”, “Design”, and “Branding” has become hot subjects in Hong Kong business. Many companies

are transforming their business models into higher value-added activities, i.e. from OEM (Original Equipment Manufacturing) to ODM (Original Design

Manufacturing) and OBM (Original Brand Manufacturing). According to a Trade Development Council report published in 2008, there were 83%,

61% and 40% of surveyed companies engaged in OEM, ODM and OBM business, respectively. More importantly, the report revealed a significant

increase in sales values for companies involved only in ODM or OBM business, from 3% in 2003 to 6% in 2007, and from 7% in 2003 to 11% in 2007,

respectively.

On the other hand, with the support from the HKSAR government, the creative industries are rapidly developing. As the creative industries grow,

companies will require more business personals to operate and manage their business. This can further enhance the career prospects of our

students as they can act as a bridge between business and design sector.

We hope you enjoy the contents of this booklet. We highly value your point-of-views, so please contact our institute or any of our team members if

you have any suggestions, comments and ideas to add-value to our course.

Yours sincerely,

BDM Course Team

Acknowledgment

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Course Journal 2009 - 2010

DonorsHong Kong Museum and Photographic SocietyDr. Kea Chi LaiKado Development LimitedMTR Corporation LimitedPricerite Stores LimitedSchool of Professional Education and Executive DevelopmentTechtronic Industries Company LimitedThe Chartered Institute of Purchasing & Supply (Hong Kong Branch) Toy2R (Holdings) Company Limted

Guest Speakers in Expert Show the Way ProgrammeMiss Angela Wai, Chief Designer, G2000Miss Celine Ho, Manager Marketing Communications, Cathay Pacific Airways Ltd.Mr. David Lo, Founder, Lomatters Co. Ltd.Ms. Heather Hopfl, Professor, University of Essex, UKMr. Jovian Ling, Assistant to General Manager, Cathay Pacific Airways Ltd.Ms. Karen Li, Director, Trend Mart Ltd.Dr. Michael K. K. Fung, Principal, IVE (Sha Tin) Dr. Ricky Leung, Acting Principal Consultant, HKPCMr. Samuel Cheng, Creative Director, Childford Industries Co., Ltd.Ms. Wong Siu Ling, Managing Director, Wing Lai Yuen

Professional Bodies / Associations / InstitutesHong Kong Institute of Marketing The Chartered Institute of Marketing (Hong Kong) The Chartered Institute of Purchasing & Supply (Hong Kong Branch)

Organisations Offered Internship OpportunitiesA lot Enterprise Company LimitedContinental Force International LimitedCreative Design (HK) International CompanyEcology Social Enterprise Fair TradeFederation of Medical Societies of Hong Kong Hong Kong Association of Education, Communications and Technology Hong Kong Hong Kong Institute of Marketing (HKIM) Hong Kong Surgical Laser AssociationKado Development Limited Li & Fung (Trading) LimitedMay Cheong Toy Products Factory LimitedMind Concept International Company Limited

Miracle Group LimitedMobicon Group LimitedPricerite Stores LimitedSwire Travel LimitedTarget Sourcing ServicesTechconic System LimitedTechnical (HK) Manufacturing LimitedThe Chartered Institute of Purchasing and Supply (Hong Kong Branch)The Hong Kong Design CentreThe Hong Kong Exporters’ AssociationWings Trading (HK) Company Limited

Mentors Contributed in Research Study ProjectsMr. Bernard Suen, The Chinese University of Hong Kong Mr. Derek Ng, CEO, Pricerite Stores Ltd. Ms. Elaine Chow, Design Manager, Sun Hing Optical Manufactory Ltd.Mr. Frankie Lee, Creative Director, AdBeyond (Group) Ltd.Mr. K. C. Wu, Managing Director, Dominion Watch Co. Ltd.; Advisor of The Federation of Hong Kong Watch Trades & Industries Ltd.Mr. W.H. Tse, Chairman, The Federation of Hong Kong Watch Trades & Industries Ltd.

Organisations Offered Accommodations and Visitesagnès b. GroupCathay Pacific Airways LimitedGuangzhou Honda Automobile Co. LimitedGuangzhou Pearl River Piano Group LimitedGuangzhou Yakult Co. LimitedHong Kong Cyberport Management Company LimitedHong Kong Legislative CouncilMicrosoft Hong Kong LimitedOgilvy & Mather Advertising AgencyPricerite Stores LimitedSouth China University of TechnologyTechtronic Industries Co. LimitedThe Hong Kong Design CentreYangcheng Evening News (Group) Publishing Center

DesignCover: Ho Wai Shan, stock images from Stock.xchng.hu

Appreciation is also due to other mentors who had helped in their personal capacity and to companies of which manes are kept anonymous at their discretions.

Higher Diploma in Business with Design Management

CHAK Chui LaiCHAN Chi ShingCHAN Chun NgaCHAN Chung PanCHAN Hiu LuiCHAN Ho YanCHAN Hok MoCHAN Mei Fung CHENG Wing HanCHEUNG Chin HeiCHEUNG Ka WingCHEUNG Ka YeeCHEUNG Shuk WaiCHONG Chi LeungFOK Wai ShingFUNG Wai KwongHUI Chiu KwanLAI Shu HingLAI Tsz YanLAM Cheong TatLAM Hoi Yan

LAM LamLAW Chi KingLEE Chun Ki BlueLEUNG Tik ShunLEUNG Uk WaiLI Hoi YanLI Ka ManLI Yat Lan, DorayatLIM Kam ChuenLING Sai WaiMA Sin HangMAN Kin ChungMOK Pik KaNG Chun YeeNG Sin YiNG Wai KwokNGAI Siu HungSIT Wai ShanSO Chi WunSO Man YingTANG Sze Ho

THAM Man SzeTSANG Kwok YanTSANG Sau ManTUNG Sze KiWONG Cheuk Lam, VickyWONG Fei YeukWONG Hoi KamWONG Ka FuWONG Man ChingWONG Shuk KwanWONG Wing LeongYEUNG Ho MeiYEUNG Po YanYEUNG Wing ChukYIM Sui LanYIM Tik KanYIP Cheuk Hin YIP Fung YuYIP Wing KiYUNG Lok Ting

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List of Graduates 08-09


List of Student Final Year Projects 07-10

For successful completion of Higher Diploma in Business with Design Management (Course Code 21920A / 21920 / 21920F), final year students are required to conduct a research study project on group basis. It is a major component of the students’ learning process that allowing them to integrate their knowledge gain from the course and applying it to the research study.

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A Study on Consumer Behaviour of Individual Visitor in Hong Kong Watch Retail Industry•A Study of Hong Kong Eyewear Retailer on Youth Market •A Study of the Development of Fashion Industry in Hong Kong •An Investigation of Innovation Strategy in Ocean Park•Competitor Analysis of Pricerite•The Business Development of Café de Coral•The Business Development of Luk Fook Holdings•The Development and Promotion of Eco-tourism in Hong Kong•The Development in Product and Market of Educational Toy in China •The Development of New Media Advertising in Hong Kong•The Development of ODM and OBM of Watch and Clock Industry in Hong Kong•The Elements Impact the Consumers Behavior of Perfume in Hong Kong Market•The Factors Influencing the Consumer Choices on Tutor Colleges and Development Suggestions•The Impact of Government Policy to the Development of Hong Kong Creative Industries•Recent Development of the Motion Picture Industry in Hong Kong•Retail Experience of Supermarkets in Hong Kong•


Students’ Final Year Projects

Recent Development of the Motion Picture Industry in Hong Kong

Group Members: Zoe Chan Shuk Yi, Cherry Chan Wing Chi, Dick Cheung Tsz Kui, Jenny Cheung Yee Ting, Tiffany Chu Pui Yan, Nell Ho Wai Shan

Extracts of Research Study Projects

Introduction: In the 60s and earliest 90s of last century, Hong Kong has earned a reputation as the “Asian Movie Kingdom”.

Nowadays, the industry seems to have gradually suffered a downturn. There were only 74 local films and the box office only gained

258 million Hong Kong dollars. This has become the worst box office record in Hong Kong since the introduction of the box office

record in 1970.

Objectives: The objective of this research is to find out the factors affecting the development of the motion picture industry in

Hong Kong and provide the appropriate suggestions to the industry. The suggestions is aim to increase the competitive advantage

and facilitate the long term development of the motion picture industry in Hong Kong.


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The Impact of Government Policy to the Development of Hong Kong Creative Industries

Group Members: Samson Lai Kwun Kit, Sky Lau Ching Yeung, Kelvin Li Ho Cheong, Henry Ng Chung Hang, Tony Lam Hei Tung

Extracts of Research Study Projects

Introduction: The concept of creative industries originated from Britain since 1997. Hong Kong government has been developing the

local creative industry recently and has established the CreateHK. The creative industries in Hong Kong encompass 11 categories

including design, architecture, advertising, publishing, music, film, computer software, digital entertainment, performing arts,

broadcasting, and antiques/art dealing.

Objectives: We aim to find out the impact of government policy to the development of creative industries in Hong Kong in terms

of Education, Manpower, Land Policy factors.


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8

Students’ Design Projects

Packaging and Branding Management

Learning Objectives:Branding is not just about logo, symbols, slogans design. It is about the strategic planning in building a company’s image. Through this project, students are to propose and experiment with the learnt branding theories and strategies to recreate a company’s brand image. A report proposal and a series of design are the outcome of this project.

Group Members: Ng Sin Yi, Chan Mei Fung, Tsang Sau Man, Chan Chun Nga Tickets T-Shirt

Products

Project: Ngong Ping 360 Branding


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Principles and Practice of Design Management

Learning Objectives:It has been proven by many successful companies that design is a competitive advantage in the business environment. Through this project, students will learn by conducting a research to study how successful companies uses design and design management as an edge to gain competences to out race their competitors.

Project: Apple Inc. Group Members:Chan Cheuk Ling, RubyChan Shuk Yi, ZoeChan Wing Chi, CherryCheung Yee Ting, JennyChu Pui Yan, TiffanyHo Wai Shan, Nell

Project: H&M Group Members:Chan Lai WaChoi Sze YingTang Sin ManWong Man SimLo I MaSit Ying Wai


Computer Aided Design

Learning Objectives:

Students have to integrate their 2D and 3D graphic skills in this project. By applying their computer application knowledge,

students are able to create photo realistic images that can be applied to both design and business context.

Poster Design

Designed by: Choy Yun Fat, Roy

3D Renderings

Students’ Design Projects

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Advertising

Learning Objectives:

Students are to apply the learnt advertising theories and principles and develop an advertising strategy proposal for a selected

brand. The final outcome is a set of advertisement which include print, 30” TV commercial, radio, internet, or outdoor advertisement

to support their strategy.

Project Designed by: Tang Sze Ho, Wong Fei Yeuk, Wong Wing Leong, Yip Cheuk Hin

Outdoor BillboardBus Station, MTR Billboard Mockups, TVC Storyboard, and Report

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Each year, we organize a variety of activities to enrich our students’ learning experience. Activities held for the past few years

include the Creative Space, Site Visits, Workplace Attachment Program, Guangzhou Study Tour, and Experts Show the Way.

Course Activities

Business of Design Week visit

Student as Business of Design Week helperAntioine + Manuel Graphic Village Exhibition Dinning Etiquette workshop

Students visiting the Pearl River Piano Group Limited Experience sharing with guest speaker Ms. Karen Li

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Creative Space

The Creative Space is a yearly charity event which was held together with the Sha Tin campus open day. Students were encouraged

to have a charity sale in the campus by selling self design merchandise. The objectives of this event are to develop students’

practical experience on business planning, promotion and selling techniques, marketing, consumer behavior, team building, design

concept and knowledge, procurement and logistics arrangement through the organizing processes. After deducting the costs, the

profit amount is donated to the charity organizations in Hong Kong for a good cause. Our students could also learn that ‘it is more

blessed to give than to receive’, by making their own contribution to the society.

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Site Visits

agnès b. Librairie Galerie•

Cathay Pacific City•

Cyberport•

Hong Kong Heritage Museum•

Hong Kong Legislative Council Building•

Innovation Expo 07•

Microsoft Hong Kong Limited•

Ogilvy & Mather Advertising Agency•

Pricerite Professional Training Institute •

Science Park Innovation Festival 08•

Techtronic Industries Co. Limited•

Course Activities

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Training facility at Cathay Pacific City

Visiting the Innovation Expo 07

Group photo at Microsoft Hong Kong

Drawing at agnès b. Librairie Galerie

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Group photo when visiting Innovation Expo 08 at Science Park

Students learning digital media production at Digital Media Centre, Cyberport

Tour of the Pricerite Professional Training Institute

Students visiting the Hong Kong Legislative Council Building

Workplace Experience Program

The programme is jointly organized by the Import/Export and Wholesale Trades Training Board of VTC, The Hong Kong Exporters’

Association, and The Hong Kong Chinese Importers’ & Exporters’ Association. The objectives of this programme is to facilitate our

students in strengthening their business with design management skill sets in the real world business environment and enhancing

their employability in the market place. It also presents a good opportunity for companies to demonstrate how committed they

are to corporate social responsibility in providing students first-hand working experience.

Organizations which offeredSummer Internship

A lot Enterprise Company LimitedContinental Force International LimitedCreative Design (HK) International CompanyEcology Social Enterprise Fair TradeHong Kong Institute of Marketing (HKIM)Kado Development Limited Li & Fung (Trading) LimitedMay Cheong Toy Products Factory LimitedMind Concept International Company LimitedMiracle Group LimitedMobicon Group LimitedPricerite Stores LimitedTarget Sourcing ServicesTechconic System LimitedTechnical (HK) Manufacturing LimitedWings Trading (HK) Company Limited

Organizations / Events which offeredTerm-time Internship

Business of Design Week 2008 and 2009Federation of Medical Societies of Hong KongHong Kong Association of Education, Communications and Technology Hong Kong Gift Premium Fair 2009 Hong Kong Surgical Laser Association ForumInno Design Tech EXPO International Festival The Chartered Institute of Purchasing and Supply (Hong Kong Branch) The Hong Kong Chinese Importers & Exporters AssociationThe Hong Kong Exporters’ Association

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Ms. Carrie Lau, Chairperson, CIPSHK Dr. Ida Chiu, Head of BA Department, Sha Tin

Highlight of the Internship Programme

Mind Concept International Co. Ltd.

Our students was employed by Mind Concept as a summer intern in the year of 2009

and 2010. During their employment, the students has the opportunity to assist the

Marketing Manager to develop product artworks, design new product lines, design booth

decoration for trade fair in HKCEC, prepare quotations, sourcing, send e-catalogs on a

regularly bases, and to communicate with the manufacturers on production matters.

This is a good opportunity for our students to apply their learnt knowledge from the

course in the real workplace environment.

Creative Design (HK) International Company

Creative Design had provided internship for our students which gave them the opportunity

to enhance their product design, documentation, trade show, and client retention skills.

Through this programme, they gain valuable insights in the business field.

Business of Design Week 2008

28 students had participated in the Business of Design Week 2008 and assisted in

organizing and managing the daily operation of various booth activities such as welcoming

visitors, brochures distribution and explanation on booth’s characteristics. This event

enhanced the students’ communication skills, promotion and presentation skills.

Course Activities

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Distinguished Lecture Series / Experts Show the Way

With experts and professionals from renowned organizations sharing their insights in the business and design field, our

students definitely learned and benefited greatly from their knowledge and practical experiences.

Distinguished Lecture Series

Theatre and Performance: A Dramaturgical View of the OrganisationMs. Heather Hopfl, Professor, University of Essex, UK 2008 Nov 26

Creating Customer Value and Competitive Edge Miss Celine Ho, Manager Marketing Communications, Cathay Pacific Airways Ltd.; Chairperson, The Hong Kong Advertisers Association &

Mr. Jovian Ling, Assistant to General Manager Marketing & Product, Cathay Pacific Airways Ltd. 2010 May 4

Experts Show the Way

Design Business and Design in Business – Mr. David Lo, Founder, Lomatters Co. Ltd. 2006 Oct 17Trendy Make-up – Miss Virginia Mak and Miss Carmen Wong, Managers, Shu uemura, L’Oréal Hong Kong Ltd. 2007 Mar 12The Evolution of a Hong Kong International Brand – Miss Celine Ho, Cathay Pacific Airways Ltd. 2007 Mar 19Design Management of G2000 – Miss Angela Wai, Chief Designer, G2000 2007 May 8Play Design, Play Management – Samuel Cheng, Marketing Director, Childford Industries Co. Ltd. 2007 Dec 12Design Management – Dr. Michael K. K. Fung, Principal, IVE (Sha Tin) 2008 May 8Turning Sales Crisis into Opportunities – Mr. Ricky Leung, Acting Principal Consultant, HKPC 2009 Mar 12Branding through Packaging – Ms. Karen Li, Director, Trend Mart Ltd. 2009 May 4Wing Lai Yuen, A Development of a Local Brand – Ms. Wong Siu Ling, Managing Director, Wing Lai Yuen 2009 May 14The Art of Branding: How to Brand and Market a Commodity – Mr. Max Lau, Director & General Manager, Taikoo Sugar Ltd. 2010 Mar 25

Course Activities

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Ms. Wong Siu Ling presenting a gift to our student

Miss Celine Ho and Mr. Jovian Ling sharing her experience with the students

Mr. Ricky Leung giving his wonderful speech

Group photo with Mr. Samuel Cheng

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Guangzhou Study Tour

During the 3-day study tour to Guangzhou, our students have the opportunity to visit the Guangzhou Honda Automobile Co.

Limited, Guangzhou Pearl River Piano Group Limited, Yangcheng Evening News (Group) Publishing Center, Guangzhou Yakult Co.

Limited, and South China University of Technology.

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Other Activities

With Speakers’ excellent and interactive presentation with our students, students definitely learned and benefited from

speakers’ sharing of knowledge and practical experience.

Advanture Day Camp•Business of Design Week•CIM Monthly Gathering•Dining Etiquette Workshop•Induction Programme•Inno Design Tech Expo•International Conference on Brand •

ManagementIsland Scout Trailwalk cum Walk for Life 2010•Orbis Kids’ Sight Carnival program•Printing & Packaging Training at Kowloon Bay •

Training CentreSeminar on Dress Code & Grooming •

for ProfessionalsSingapore Study Visit•Strategic Brand Management Forum•Student & Alummi Gathering •

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Our course has collaborated with various corporations to organized joint-project to broaden the learning experience. Through

these projects, BDM students have gain practical experience and also a great chance to apply their knowledge learnt in actual

business context.

Company: Toy2R (Holdings) Company LimitedProject: Environmental Awareness Product Design

Our course has line-up with a local toy company called Toy2R and organized an internal

student competition project. Through this competition, the students have used the concept

of environmental awareness, ECO, and apply this concept to the company’s 3.5 inch DIY

figure name BABY QEE. The selected student works were exhibited in the Design Gallery

of Hong Kong Convention & Exhibition Centre. Potential designs will even be produced as

actual product for sales.

Students’ Works:

Business Collaboration Projects

Designed by: CHAN Yik Hin Designed by: Wong Kwok On Designed by: Leung Wai Sum Designed by: Kwok Wing Tung Designed by: YU Lok Wan

Works showcased at Design Gallery, HKCEC

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Company: Pricerite Stores LimitedProject: “We Care” Product Design Competition

The latest theme of the lifestyle home-wares/furniture retailer Pricerite is “We Care“, which emphasizes on the love and care a

cozy living environment can bright to a family. Our Students have the opportunity to compete in an internal student competition

collaborated with Pricerite, where they are required to design products base on the theme of “We Care”.

Students’ Afterthoughs:

我們非常榮幸能得到”實惠家居設計大獎”，

這比賽給予我們一個寶貴的經驗與機會讓

我們能學以致用。「暖．LOVELOVE」我

們產品系列的名稱，我們希望運用生活上

的日常用品加上一些創意及有趣的圖案來

表達一家人的愛及溫暖。

LOVE TEMPERATURE CUP的概念是圍繞每

天上學上班的顧客。他們每天帶著疲倦的

身體回家，在這時家人帶著一杯熱茶或咖

啡，加上他們的問候，已能夠完全地感受

到家人的關懷。而在此杯的設計上，我們

加上一個溫度計，當飲料充滿杯子，溫度

升至最高時，喻意家人給予百分百的愛。

而且，我們亦加有水滴的圖案在杯的較底

部，意味著家人的愛是由無數的點滴而累

積成為用家最大的支持。

FAMILY SEASONING BOTTLE的概念是圍

繞我們經常使用的調味料，各“調味料”

瓶代表不同家庭成員，是不可或缺的，包

括爸爸﹑媽媽﹑女兒及兒子。每個“調味

料” 瓶各有四面，每人面上亦帶有微笑。

若把其中兩個“調味料” 瓶以側面擺放，

一個左面，一個右面，它們的嘴會呈現一

個心形。若一個側面，一個正面擺放，側

面的角色便會給對方一個輕吻。我們希望

藉著此產品希望表現出一家人的和諧融洽

和溫暖的感覺。Designed by: Chan Wing Chi, Chu Pui Yan Ip Kit Ying, Sitt Ying Wai, Tam Chin Hung

Derek Ng, CEO of Pricerite giving feedbacks to our students

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Company: Kado Development LimitedProject: Commercial Advertisement for FMCG

Kado Development Limited invited BDM students to design a commercial advertisement for their 3rd anniversary promotion

comapaign. The design has been adopted in magazines, newspapers as well as on taxis.

Designed by: Chak Chui Lai, Chan Chun Nga, Tsang Sau Man

Lemon Flavor Version Orange Flavor Version Design on Taxi

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A group of 14 students were invited in

preparation of Press Conference, Sales

and Marketing activities for the YOU.

C1000 Food Expo 2009 Project to launch

new products into Hong Kong market. The

project lasted from 15 July to 25 August

and covered planning and execution work.

Students’ duties included: development of promotional plans, helping out

with the press conference and booth design, as well as co-ordination

and liaison with different parties. All students involved in pre-event

preparation, sales promotion at the booth and post-event evaluation.

The performance of the students was highly commended by the

management. The slogan proposed by our students was adopted by the

company not just for the Food Expo but also served as the key theme for

their future promotion campaign in the next few years. To recognize their

outstanding performance, each student received a bonus and a reference

letter. One graduate was offered a full-time position at the Marketing

Department. All other non-graduates were invited to apply part-time

positions in Kado.

Comments from Ms. Edith Cheng,

General Manager, Kado Development Ltd.

The students demonstrated creativity, showed

good initiative and were highly motivated and

responsible team player throughout the project

period. All students made a great contribution

in promoting the brand of YOU.C1000 during this

event period.

Company: Kado Development LimitedProject: YOU.C1000 New Product Launch at Food Expo 2009

Students working hard during the Expo

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Company: The Chartered Institute of Purchasing & Supply (Hong Kong Branch)Project: HKCIP 10th Anniversary Logo Design Contest

Company: Techtronic Industries Company LimitedProject: Product Design Competition (In collaboration with HKDI)

Our students were asked to participate in The Chartered

Institute of Purchasing & Supply (Hong Kong Brand) 10th

anniversary Logo Design Contest. The winner of the

contest is Chan Pui Man from 21920F/2A and the final

design is adopted to various gift items such as mug and

T-shirt.

Our students were invited to collaborate with the design department students to conduct a

research and product development project for Techtronic Industries (TTI). TTI is a global leading

power-tools/floor-care corporation. The ideas generated from our IVE students are so satisfying

that implementation into actual products is taken into consideration by TTI’s management.

Awards were given to the 4 most impressive groups as rewards for their hard works. The

award ceremony was held on 15 November 2007 at TTI’s Asian Headquarter and our students

are fortunate to have a product development process / office tour prior to the award ceremony.

Their sharing has broadened our knowledge of this unique and specialized industry.

Designed by: Chan Pui Man

Alex Chunn, Vice President of TTi ID and Concept Development delivering his afterthought speech of the collaboration project.

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Company: Dymocks BookstoreProject: Christmas Promotion Campaign

Company: DT Communications Asia PacificProject: Blog Marketing and Design

Company: Fotomax (F.E.) LimitedProject: Fun 2 Print Design Project and Competition

We are very delighted that our students are invited by DT Communications, the Hong Kong’s

first official partner of one of the main pavilion at Expo 2010 Shanghai China, to prepare

proposal to promote the Shanghai Expo. Students are required to make use of cutting edge

technology and innovative strategies to promote different pavilions in the Expo.

BDM courses have collaborated with Dymocks bookstore where students are to design a series

of promotion materials including light-box advertisement, posters, and brochure. Once again,

we emphasize greatly on learning through practice and the industrial collaborative projects

can give our students opportunity to practice their knowledge gained from the classroom.

Students have designed a variety of Calendar, FotoBook, and Christmas Card

templates for Fotomax. Customers of Fotomax can celebrate their Christmas

season by selecting their favorite photos and apply the photos to any of the

student designed templates to produce a special and unique season calendar,

photo album, or greeting cards.

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The first cohort of BDM students have graduated in 2008. Half of the graduates

choose to pursue their education in SHAPE’s Top-up degree programme and

the students have completed their studies in 2009. As shown in the below

figures, approximately 30% of our BDM students obtained a 2nd up honors

qualification and 65% got a 2nd low honors degree qualification. The results

sound quite encouraging.

UNN LMU Overall

2nd up 29% 29% 29%

2nd low 71% 64 % 67%

3rd 0% 7% 5%

Total 100% 100% 100%

UNN - University of Northumbria at Newcastle - International Business Management

LMU - Leeds Metropolitan University - Marketing

BDM Student Advancement Path

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0%

20%

40%

60%

80%

100%

2nd up 2nd low 3rd

Overall

University of Northumbria at Newcastle, UK- BA(Hons) in International Business Management

Leeds Metropolitan University, UK- BA(Hons) in Marketing

BDM Society

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Dancing in BDM Christmas party 2008

Island Scout Trailwalk cum Walk for Life 2010BDM Christmas Party 2009

Message from the BDM Society

This year has been a tough year, but also a memorable and experiential

year. The 20 active and positive committee members coming from

four different classes to break through all obstacles. It was the main

reason that our very first activity - The BDM Christmas Party could be

successfully held.

Because of this event, I realize how powerful a team work can be!

Furthermore, I would like to say thank you to all BDM teachers,

especially our supervisor Ms Kristie Ip, who always gives us unlimited

supports! Come and join the BDM society! I am sure you can gain a

whole lot of experiences that you have never had!

On behave of BDM Society,

Yu Lok Wan, Chairperson 2009-2010

Award from Toy2R (Holdings) Company Limited (0910)

ECOQee Save the World Competition - Gold Award

Wong Kwok On

ECOQee Save the World Competition - Silver Award

Leung Wai Sum

ECOQee Save the World Competition - Bronze Award

Kwok Wing Tung

ECOQee Save the World Competition - Merit Award

AU Ka Ying CHAN Pui Man CHAN Yik Hin FONG Tin Yan NG Tsz Ki

TSANG Chun Chuen TSE Hoi Yee YU Lok Wan Wynne

Award & Scholarship Recipients

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Award from Pricerite Stores Limited (0809)

Pricerite Design Award

Chan Wing Chi Chu Pui Yan Ip Kit Ying Sitt Ying Wai Tam Chin Hung

Pricerite Creative Award

Chan Cheuk Ling Chan Lai Wa Ho Wai Shan Lam Hei Tung Li Ho Cheong

Pricerite Design Competition Finalist Award

Chan Ching Shan Li Chun Yin Wong Chak Hei Wong Kai Chun

Pricerite Design Competition Merit Award

Cheung yee Ting Chan Wai Yin Leung Wai Huen Lo I Man Man Sze Ting

Ng Chung Hang Tse Chun Pong

Award from School of Professional Education and Executive Development & MTR Corporation Limited (0910)

Business Innovation Award 2010 - Gold Award

Chan Ching Shan YU Lok Wan Wynne

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Award & Scholarship from Kado Development Limited (0708)

Inter-School Market Survey Contest - Champion

Chak Chui Lai Chong Chi Leung Yip Fung Yu Lam Cheong Tat Ling Sai Wai

Wong Shuk Kwan Yim Tik Kan Yip Cheuk Hin

Kado Advertising Design Scholarship

Chak Chui Lai Chan Chun Nga Tsang Sau Man

Award & Scholarship from Kado Development Limited (0809)

Inter-School Market Survey Contest - Champion

Chan Wing Chi Chan Cheuk Ling Chan Shuk Yi Cheung Yee Ting Chu Pui Yan

Ho Wai Shan Lai Kwun Kit Lam Hei Tung Man Sze Ting Ng Chung Hang

Food Expo Scholarship

Chan Wing Chi Chan Lai Wa Cheung Yee Ting Chu Pui Yan Chak Chui Lai

Ho Wai Shan Lai Kwun Kit Ling Sai Wai Man Sze Ting Tam Chin Hung

Tse Chun Pong Wong Hoi Kan

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Award and Scholarship from VTC (0809)

Outstanding Industrial Attachment Scholarships

Yu Lok Wan Wynne

Certificate of Merit

Chak Chui Lai Chan Ching Shan Ng Chung Hang Yu Lok Wan Wynne

Outstanding Service Award (SAO)

Chan Lai Wa

ITE International Seminar 2009

Yu Lok Wan Wynne

Award from Techtronic Industries Company Limited (0607)

Techtronic Industries Student Design Award

Cheung Shuk Wai Lam Hoi Yan Lai Tsz Yan Lim Kam Chuen Tsang Kwok Yan

Wong Man Ching

Award from Hong Kong Museum and Photographic Society (0607)

Collective Memories Student Photo Competition - Merit Award

Yung Lok Ting

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Summary of Media Exposure

Articles from No. 27 May 2008

Articles from Recruit Aug 2006

Articles from Sing Tao July 2007

Articles from Wen Wei Po June 2008

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Articles from Sing Tao June 2010

Articles from Sing Tao Dec 2008

Articles from Sing Tao Job Market April 2010

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Photos

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37


Reflection of Students & Alumni

Vicky Wong

Anita Chak

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課程內容切合市場需要。同時擁有商業及設計知識的專才在市場上非常缺乏，此課程讓畢業生在升學和就業前景都有更大的靈活性。

Mr. Benson PauManaging Director, Wings Trading (HK) Co., Ltd. & Vice-Chairman, The Hong Kong Exporters’ Association

The internship student Wynne has good character and right work attitudes which are essential to both her life and future career. She is so eager to learn in all aspects and her good common sense also helps on her daily jobs. Wayne is more out-performed than a normal and green summer worker, and I had made a right decision to employ her in Mind Concept. Ms. Alice Choy

Marketing Director, Mind Concept International Co. Ltd.

Business with Design Management 課程之特點正正可針對現今市場的需要。除了同學自己本身的 business sense 可在這個課程中 Train-up 之外，最重要就是可以學到 Design 的元素，兩者結合一齊，不單只適合做 Design 相關的工作，就算是一些 Marketing 、 Trade Fair、Manufacturer 的營業及 Business Development 相關的工作，都非常之適合。因為對於產品的了解和市場的商業觸覺性，在這個課程可以培養到有這種技能。在就業市場中，都未必找到許多類似課程的畢業生可以同你們進行競爭。 Mr. Derek Ng

CEO, Pricerite Stores Ltd.

各同學能夠運用商業及設計的知識，將計劃形象化地落實執行；同學深明創意之重要性，經常主動加入其他有趣的元素，令整項活動更為豐富出色。 Ms. Hyacintha Leung

Assistant Manager, Kado Development Ltd.

To me, design serves as a platform of communication and should orient for people. Any attractive design failing to suit users’ need is merely soul lacking. In my experience, every design possibility is always defined by its own limits. That’s no short cut for innovation and the mission of a designer is obligated to extend all these limits and act as a medium from clients and their business deliberations.

Ms. Viola PakCreative Director, Eggshell Creative Ltd.

Message from PractitionersCourse Journal 2009 - 2010

Department of Business AdministrationHong Kong Institute of Vocational Education (IVE)

工商管理系香港專業教育學院(李惠利)

higher diploma in business with design management 2009 - 2010 course journal

Documents

obm business

business models

business personals

hong kong business

business creativityl

students design projects

design component

design sector