Do you have set the right emulator path? Should be done by configuring the SDK anyway. Do you have other projects already running on the emu? Then maybe the UID is double and the emu won't show the new app.
Borland does this for you by generating the sis file. All the files are included in the sis file and get extracted on the mobile or without sis file directly on the emu
But I don't know exactly which command line tool is responsible for that.