If you access the URL http://<yourServerName>/qcbin that will take you to the ALM home page. On it you will find a link for the Site Administration UI. However, you must have been granted special access to the Site Admin role by another Site Admin in order to access Site Admin. That is not a role that is part of the Project customization. Somebody in your organization (or the provider of your ALM service) is a Site Admin. Contact them to find out about the parameter.
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