2013 EFMD Conference for International, External and Corporate Relations, PR, Marketing, Communication and Alumni Professionals

Hosted by: Hong Kong Baptist University, School of Business

The event will start on: 14 Mar 13 08:00
And will end on: 15 Mar 13 21:00

Location: Hong Kong, China


Bridging the “Gap” – Awareness and Collaboration between Europe and Asia

EFMD thanks GMAC for their kind sponsorship of this event!


More Information


Thursday, 14 March 2013
8:30 Buses from Regal Oriental Hotel to School
09:00 – 09:30 Registration
WLB109, Dr. Wu Yee Sun Lecture Theatre, Lam Woo International Conference Centre, HKBU (Shaw Campus), 34 Renfrew Road, Kowloon Tong, Kowloon
09:30 – 09:45 Welcome and Opening Remarks (room 109)
  • Rick Wong Wai-Kwok, Vice-President (Research and Development), Hong Kong Baptist University, HK, CN
  • Stephen Cheung Yan-Leung, Dean, School of Business and Professor (Chair) of Finance, Hong Kong Baptist University, HK, CN
Chairperson: Marc Smelik, Associate Dean for Corporate and International Relations, University of Leeds, Leeds University Business School, UK
09:45 – 10:00 EFMD Update (room 109)
10:00 – 10:45 Plenary I (room 109)
Hong Kong as a Regional Education Hub
Aim: Understanding the context of our host school, as well as the positioning of our host city in China/Asia. What are the challenges, strategies and policies for Hong Kong in 2013?
  • Cherry Tse Ling Kit-Ching, Permanent Secretary for Education, Education Bureau, Hong Kong Special Administrative Region Government, HK, CN 
10:45 – 11:15 Coffee Break (1/F, Lam Woo International Conference Centre) 
11:15 – 12:15 Plenary II (room 109)
Aim: Understanding some of the major management education trends. This session addresses developments in the business degree market, and the development of international collaboration between HE institutions. It reflects the viewpoint of a management education institution and advisory consultants, giving useful insights in Asia and Europe.   
  • Chris Tsang, Executive Director for MBA/MSc Programs, Hong Kong University of Science and Technology, School of Business and Management, HK, CN
  • Peter Wong, Partner, Audit, KPMG Hong Kong, HK, CN
12:15 – 12:30 Group Photo-taking
12:30 – 14:00 Lunch (Renfrew Restaurant, 2/F, David C. Lam Building)
14:00 – 15:00 Ice Breaking – World Café Session*
Aim: Offering participants the opportunity to exchange ideas and views with peers about their own experience concerning cross-cultural actions and background in their day-to-day jobs. This will also give them the opportunity to get to know each other better. Each and every table should discuss and answer the following question:
What in your Role Needs to be Bridged?
In other words, don’t miss a great networking opportunity.
* Coffee will be available during the session for participants.
15:00 – 15:30 Coffee Break (1/F, Lam Woo International Conference Centre)
15:30 – 17:00 Working Groups: Series A
A1. Dialogical Investigations: How Ethnography might help Higher Education Marketing
Aim: Michael Griffiths explains techniques in ethnography and describes cases of how by commercial clients in China. The audience is invited to discuss how an ethnographic approach could help their own understanding of marketing and consumer behavior across cultures.
Moderated by: Marc Smelik, Associate Dean for Corporate and International Relations, University of Leeds, Leeds University Business School, UK
A2. Cultural Understanding of International Collaboration
Aim: Understanding how people from different cultures can work together. What are the challenges and/or constraints? How can we work towards a better understanding of international differences? Understanding the challenges of International joint ventures: case studies and key learning points from KPMG advisory portfolio.
  • Steven DeKrey, President, AIM - Asian Institute of Management, PH
  • Karmen Yeung, Partner, China Tax, and Stephen Ip, Partner, Transactions & Restructuring - KPMG Hong Kong, HK, CN

Moderated by: Simon Mercado, Associate Dean, Nottingham Business School, Nottingham Trent University, UK

A3. Alumni Engagement in different markets and educational systems
Aim: Understanding how to use your alumni to create impact on society and/or in different markets.

Moderated by: Desi Schmitt, Director of International Relations, AUDENCIA Nantes, Ecole de Management, FR

17:15 Bus Transfer Back to Regal Oriental Hotel
18:00 – 19:00 Welcome Drinks in the Oriental Ballroom, 2nd floor, Regal Oriental Hotel
19:00 – 21:00 Welcome Dinner in the Oriental Ballroom, 2nd floor, Regal Oriental Hotel


Friday, 15 March 2013
08:45 Buses from Conference Hotel to School
09:30 – 10:30 Plenary III (room 109)
Brands Across Borders
Aim: Understanding how to keep, build and translate your brand image outside your home country. What do you need to take into consideration to reach this outside market (cultural issues)?
  • Alain Li, Regional Chief Executive, Richemont Asia Pacific Limited, CN   
10:30 – 11:00 Coffee Break (1/F, Lam Woo International Conference Centre)
11:00 – 12:30 Working Groups: Series B
B1. Student Mobility
Aim: Understanding better today’s market trends concerning student migration, international students, return migration from business schools, etc. Where do they want to study and from what country are they? What is the current situation between Asia/China and Europe?
  • Wei Shen, Associate Dean for China and Professor of International Affairs, ESSCA School of Management, FR
  • Jane Delbene, Director of Marketing, EMEA, GMAC -  Graduate Management Admission Council®, UK

Moderated by: Marc Smelik, Associate Dean for Corporate and International Relations, University of Leeds, Leeds University Business School, UK

B2. Corporate Engagement and Partnership Models   
Aim: Understanding the importance of corporate engagement for business schools (for the students, for executive education, engagement for/from the alumni).
  • The MIP-FIAT case - Gianluca Spina, President & Dean, MIP Politecnico di Milano, School of Management, IT
  • The Zhejiang caseLongbao Wei, Vice Dean, School of Management, Zhejiang University, Greater China, CN. Zhejiang School of Management strong corporate relations have allowed major investment and support for its programmes. How did this develop and what are key aspects of success.

Moderated by: Ilaria Fava, Head of International Relations, MIP Politecnico di Milano, School of Management, IT

B3. Community Relations and Engagement
Aim: Understanding the importance of the community engagement for business school students.
  • Carol Ma, Assistant Director, Office of Service-Learning and Adjunct Assistant Professor, Department of Sociology and Social Policy, Lingnan University, CN
  • Qven Wong, President, AIESEC, HK, CN
  • Ruby Pang, Director Business Development, AIESEC, HK, CN

Moderated by: Catriona Campbell, Events & Network Synergies Management, CEMS

12:30 – 14:00 Lunch (Renfrew Restaurant, 2/F, David C. Lam Building)
14:00 – 15:30 Plenary IV - Panel (room 109)
Social Media
Aim: Understanding the different use of social media in Europe and Asia. What are the user behaviours? How can it be applied to higher education? Are we living in competing worlds? What are the differences in the visions of social media? How are platforms used?
  • Giorgia Miotto, Director of Communication, EADA - Escuela de Alta Dirección y Administración, ES
  • Dominic Yeo, Research Assistant Professor, Department of Communication Studies, Hong Kong Baptist University.

Moderated by: Andrew Crisp, Director, CarringtonCrisp Ltd., UK

15:30 – 15:45 Wrap-up and Presentation to Next Year’s Meeting
Chairperson: Marc Smelik,Associate Dean for Corporate and International Relations, University of Leeds, Leeds University Business School, UK
  • Ilaria Fava, Head of International Relations, MIP Politecnico di Milano, School of Management, IT
16:00 Bus Tansfer Back to Regal Oriental Hotel
19:15 Transfer from Regal Oriental Hotel to Hung Hom Ferry Pier
20:00 – 22:00 Gala Dinner (Harbour Cruise Bauhinia)
22:00 Bus Transfer Back to Regal Oriental Hotel

Practical Information 

  1. Venue
  2. Contact at HKBU
  3. Direction to reach Hong Kong or the hotel
  4. Fees & Payment
  5. Accommodation
  6. Tourism
  7. Links

1. Venue Top
Dr. Wu Yee Sun Lecture Theatre,
Lam Woo International Conference Centre
HKBU (Shaw Campus)
34 Renfrew Road
Kowloon Tong, Kowloon

2. Contact at HKBU Top
Cindy Leung
Executive Officer
Room 703
School of Business
The Wing Lung Bank Building for Business Studies
HKBU (Shaw Campus)
34 Renfrew Road
Kowloon Tong, Kowloon
T + (852) 3411-7585
F + (852) 3411-5584
E This email address is being protected from spambots. You need JavaScript enabled to view it.

3. Direction to Reach Hong Kong or the Hotel Top
  • Hotel Shuttle Bus
    Please see logo pdf Appendix 1 for the schedules. HK$130

  • Taxi
    A Taxi ride directly from the airport to the hotel costs approximately HK$300-350, including the Tsing Ma Bridge toll. Taxi will have to charge you HK$5 for each luggage. Taxi stands are located on the north side of the Ground Transportation Centre (the left-hand ramp if you are leaving from the Arrivals Hall).  You should take Urban taxi (red) to the hotel.

  • Airport Express
    The Airport Express takes 20 minutes to travel from the airport to Kowloon Station, where you can take a taxi to the hotel. The fare is HK$90 for single journey and HK$160 for round trip (valid for one month).  It costs around HK$60 and takes about 30 minutes for a taxi ride from Kowloon Station to the hotel. If you want to know more about how it operates, please visit the Airport Express Website.

For those of you taking the Airport Express, you are highly recommended to buy an Octopus card at the Airport Express Customer Service Centre for a minimum value of HK$150. This card can be used for travelling on the Airport Express, subway (MTR), various buses and minibuses in Hong Kong, but not taxi.

logo pdf More Information about Hong Kong Public Transportation.

4. Fees & Payment Top
Conference fees for registration form:
  • EARLY BIRD UNTIL 14 December 2012
    • 770€ full members of EFMD
    • 920€ affiliated members of EFMD
    • 1070€ non members of EFMD

  • NORMAL FEE UNTIL 14 February 2013
    • 870€ full members of EFMD
    • 1020€ affiliated members of EFMD
    • 1170€ non members of EFMD

  • LATE FEE AFTER 14 FEBRUARY(payment by credit card ONLY, after 14 February 2013)
    • 970€ full members of EFMD
    • 1120€ affiliated members of EFMD
    • 1270€ non members of EFMD

Cancellation Policy Date: 14 February 2013
Cancellations must be confirmed in writing. If Momentum EFMD Conference Secretariat receives notice of your withdrawal before 14 February 2013, a cancellation administrative fee of 75€ will be charged. Thereafter, we regret that we are unable to refund any fees. However, in such cases substitutes are welcome at no extra cost as long as EFMD receives notification of the name, title and address of the substitute.

5. Accommodation Top
The Regal Oriental Hotel is the signature hotel of international standard in Kowloon East - within the fastest developing commercial business districts of Kowloon Bay, Kwun Tong and the formerly Hong Kong International Airport. Located in Kowloon City and connected by major means of transportation, the Kowloon City Hotel is surrounded by scenic and tourist spots, shopping and entertainment complexes, and themed restaurants. The luxury hotel in Kowloon City offers first class accommodation at affordable price and great convenience. Majority of the hotel rooms provide a superb panoramic view of Kowloon East and the Victoria Harbour, the hotel is furnished with 466 guestrooms and 24 suites, 13 function rooms and three restaurants and bars featuring Chinese and Western cuisine.

Superior Single room (breakfast and taxes included) HKD 950 (EUR 98.64)
Superior Double room (breakfast and taxes included) HKD 1050 (EUR 109.03)
*These rates are exclusive of WiFi; price is HKD 99 per IP per day

6. Tourism Top

7. Links Top

Please note that EFMD has changed the hotel booking procedure.
You can book accommodation by following the link below.

hotel booking