1、1综合英语（1） 课程教案授课题目：Unit 1 Business Kaleidoscope教学时数： 8 授课类型： 理论课教学目的、要求：课程总目标：培养学习者在商务场景中使用英语语言知识和商务知识的技能，使学习者能够完成具体商务任务，成为适应社会需要的应用型涉外商务工作者。单元教学目标：1. To understand the meaning of important grammatical conceptions (morpheme, part of speech, fixed collocation, clause) 2. To master vital grammatical ru
2、les3. To master the fundamental syntactic patterns of the English language4. To grasp the method of identifying sentence elements教学重点：1. Grammatical rules2. Fundamental syntactic patterns3. Identifying sentence elements 教学难点：教学方法和手段：采用课堂快速阅读和课后自主精读相结合的方式。在协调发展学生的英语听说读写能的基础上，突出学生阅读能力。教学方法设计：采用“ 自主 精读
3、” 、 “课堂快读”、 “协作学习”等多种学习方式交互的学习方法。教学分组：在自愿的基础上，将学生分组进行课堂讨论。教学条件：Computer assisted learning ；Place of the class：Language laboratory补充资料：Business Letters in EnglishBusiness letters are formal paper communications between, to or from businesses and usually sent through the Post Office or sometimes by co
4、urier. Business letters are sometimes called “snail-mail“ (in contrast to email which is faster). This lesson concentrates on business letters but also looks at other business correspondence. It includes: letter memo fax email Who writes Business Letters?Most people who have an occupation have to wr
5、ite business letters. Some write many letters each 2day and others only write a few letters over the course of a career. Business people also read letters on a daily basis. Letters are written from a person/group, known as the sender to a person/group, known in business as the recipient. Here are so
6、me examples of senders and recipients: business head of a companyProduction Dept. n. department responsible for physical creation of productPurchasing Dept. n. department responsible for finding and buying everything for a companyR how they will save the reader time/money, make his/her quality of li
7、fe better, or help him/her to accomplish a certain goal; sand so on. In short, tell the reader why he /she must have the product or service you offer.Tip 4: Invite the person to an open house, grand owning, sale, etc. If applicable.Tip 5: If you represent an organization, describe the benefits of th
8、e organization, such as the good they do in the community, what they have been able to accomplish in the past, the benefits of membership (if applicable), and so forth.Tip 6: Invite the reader to be your customer or to join your organization, or include information on how he/she can purchase your4 p
9、roduct or service, whether at a physical store, online, over the phone, tec.Tip 7: Include information that will allow2 the reader to find out more if desired about your company or organization or the products or services you provide.Tip 8: Close by expressing your hope that the person will want to
10、join your organization to become a customer.6th -7th period* Listening and Speaking: Business Telephoning1. Ask students to listen to the dialog and finish Exercise s 1.2. Ask students to study the sample dialog and do EX. 3 about introducing a company.Forms of business organizationMultinational Cor
11、porationCapital (in USS)396800million dollarsYear Established1970Main Electronic equipment Major R they are advised to make a business plan to attract other investors. Work in pairs and discuss what key factors should be considered in making a business plan. Match the key factors with the correspond
12、ing pictures.* Before-reading:p. 36 Before you read, work in pairs and discuss the following questions.1. What is your understanding of a business plan?2. What role do you think a business plan plays in the establishment of a business?* While-reading: Difficult sentence:1. A business plan is a writt
13、en description of the future of your business, a document that tells what you plan to do and how and when you plan to do it.一份商业计划书是对企业未来的一种文字描述，也是一份文件，告诉你计划做什么以及如何去做。2. Even if you write down a paragraph on the back of an envelope describing your business strategy, you have written a plan.即使是你在一张信封
14、的背面写下一段话来描述你的商业策略，你就已经写下了一份计划书。3. There are some generally accepted rules about what a full business plan should cover-all the essential matters that will contribute to the success of your business.一份完整的商业计划书所应该包含的内容，即有助于你的企业获得成功的所有关键要素，通常存在着一些受到广泛认同的规则。4. Here is your chance to dazzle the readers w
15、ith good information about your products or services and why customers will want to purchase your products and services and not your competitors.这是一次很好的机会来想读者闪亮展示你公司的产品和服务以及客户愿意购买你公司的而非竞争对手的产品或服务的缘由。5. They help banks and other monetary institutions to decide whether to make a loan to the business.这
16、可以帮助银行和其他货币机构决定是否贷款给企业。6. Sales and forecasts in a business plan provide a measure with which the actual performance of the business can be compared.商业计划书里的销售额和预测量可以提供一种衡量尺度来对比企业的实际业绩。7. If you are looking for millions of dollars in seeking capital to start a risky venture, you will have to do a lot
17、 of explaining and convincing.如果你寻求大笔资金作为原始资本来开办一家存在风险的企业，你就不得不进行大14量的解释和说服工作。8. Summary and conclusion-summary statements of market prospects, recommendations regarding the future, and action steps to be followed.概括和结论部分就市场前景、对未来的建议以及随后采取的措施进行概括性论述。9. Now you have to lay out what your marketing pla
18、n is.现在你必须展示你的营销计划。10. As you write your business plan, stick to facts instead of feelings, and realistic expectations of profit instead of unrealistic dreams of wealth.撰写商业计划书时，要坚持遵循事实而非感受，坚持对利润进行实际的语气而非对财富采取不切实际的幻想。* After-reading: Remember the key terms and sentences in reading and prepare them f
19、or dictation in next class.Do Exs about Language Focus.5th period* Business Writing: Telephone Message1. Ask students to read the agenda.2. Provide information on how to write an agenda.Tips on writing agendas:When writing your agenda, you should consider the following points:1. Ensure that any item
20、s that other members have requested for discussion are included.2. Do not place too many items on an agenda.3. The agenda should follow a natural shape. The most difficult items-those needing the most discussion and thinking work-will be best placed in middle third- of the meeting. Routine items, in
21、formation items or urgent items that can be dealt with quickly can be put first; and the easiest items-those of great interest, or presentations by guest speakers- towards the end.4. Allocate time for each item, as well as a start and finish time for the meeting.5. In addition, once all the suggesti
22、ons for agenda items have been received and the order has been decided on, a short description of the purpose of each item should be writte. This ensures that everyone attending the meeting is clear about not only what things will be discussed, but why.Some items may need background papers, to enabl
23、e those attendees to have a more informed discussion. Where this is required, the papers should be produced and distributed at the same time as the agenda.By taking time to write a well prepared agenda, you will gain the benefit of having an effective meeting that gets things done.6th -7th period* L
24、istening and Speaking: Business Telephoning1. Ask students to listen to the dialog and finish Exercise s 1 and 2.2. Ask students to study the sample dialog and do EX. 4 about dealing with different occasions in meetingsAnswers:15EX. 1: 1. T 2.T 3. FEX. 2: 1. Because they have focused on marketing to
25、o much.2. They will put more effort into product quality.8th period* Free talkingDiscussion topics: How to improve your listening ability gradually? What is your opinion on the prevailing ways?作业布置：1. Try to recite the key terms related to writing a business plan.2. Do Grammar on p. 41 and Translati
26、on on p.42 parts as HW.3. Retell the main idea of Reading and write your own reflections on a successful a business plan.课后小结：课堂补充：Format of a Business PlanI. Cover PageII. Executive SummaryIII. Table of ContentsIV. The BusinessA. Description of the BusinessB. Industry AnalysisC. Vision StatementD.
27、Vision TriggerE. Mission StatementF. Business ObjectivesV. Business OperationsA. MarketingB. Competitive AnalysisC. Legal StructureD. Management ExpertiseE. Support PersonnelVI. Financial Planning ToolsA. Financial InformationVII SummaryVIII. Supporting Documentation16授课题目：Unit 4 Business Relationsh
28、ip教学时数： 8 授课类型： 理论课教学目的、要求：课程总目标：培养学习者在商务场景中使用英语语言知识和商务知识的技能，使学习者能够完成具体商务任务，成为适应社会需要的应用型涉外商务工作者。单元教学目标：1. Gain a basic knowledge about corporate entertainment2. Be able to compose a business card or greeting card3. Use present continuous tense4. Be able to specialize with greeting, introduction and
29、small talks教学重点：Reading: What Is Corporate Entertainment?Language Focus: Business RelationshipBusiness Writing: Business Cards 销售; 运销2. 行销学3. 在市场购买marketing 来自互联网网络释义1. 推销,营销,市场学金融英语：审计与内部控制词汇 6marketing 推销,营销,市场学http:/ 销售部marketing 销售部 http:/blog.hjenglish.3. 行销marketing 行销http:/.The Marketing Mix
30、(销售组合 )-4Psp. 74 The Market Mix: product, price, promotion, place.参考 http:/ 营销组合 7Ps7PS 服务营销理论是以经典营销理论中的 4PS 营销理论为基础发展而来的，它结合服务自身的特点，将产品（product） 、渠道（place ） 、促销（promotion） 、价格（price ）的 4P 理论进一步拓展为包含人员（people） 、有形展示（physical evidence） 、过程（process）的 7PS 理论，基于此的营销策略就是 7PS 服务营销策略。 营销组合包括公司为影响产品需求所进行的所有
31、活动，具体可分为四类变数，称为“4P“，即产品(product)、价格(price) 、分销(place) 和促销(promotion) 。 产品（Product）：产品代表公司提供给目标市场的实物和服务组合。 价格（Price）：价格代表消费者为获得产品所必须支付的金额。 分销（Place）：分销代表公司为使产品送到目标顾客手中所进行的各种活动。 促销（Promotion）：促销代表公司为宣传其产品优点和说服目标顾客购买所进行的各种活动。广告、人员推销、销售折扣、现金折扣等都是重要的促销手段。 人员（People）：所有的人都直接或间接地被卷入某种服务的消费过程中，这是7P 营销组合很重要的
32、一个观点。知识工作者、白领雇员、管理人员以及部分消费者将额外的价值增加到了既有的社会总产品或服务的供给中，这部分价值往往非常显著。 过程（Process）：服务通过一定的程序、机制以及活动得以实现的过程（亦即消费者管理流程） ，是市场营销战略的一个关键要素。 物证（Physical Evidence）：包括服务供给得以顺利传送的服务环境，有形商品承载和表达服务的能力，当前消费者的无形消费体验，以及向潜在顾客传递消费满足感的能力。 相对于前两个 P（人员、过程） ，最后一个 P（物证）是一个比较抽象的要素。* While-reading: Difficult sentence:1. Market
33、ing begins lone before a product hits the shelf.产品在摆上货架销售之前很久营销就已经开始。2. The aim of the marketing is to sell products and services and make profits by satisfying customers.营销的目的是销售产品和服务并通过让顾客满意来获得利润。3. These four Ps are the parameters that the marketing manager can control, subject to the internal an
34、d external constraints of the marketing environment.4P 原则是营销经理可控制的因素，这些因素受到营销环境的内部与外部的制约。4. The goal is to make decisions that center the four Ps on the customers in the target market in order to create perceived value and generate a positive response.其目的是作出围绕目标市场客户的 4P 原则的决定，以创造能感受到的价值并产生积极的反应。5. T
35、he term product refers to what the business or nonprofit organization offers to its prospective customers or clients.产品指的是企业或非营利性机构向它的潜在客户提供的物品或服务。6. It includes decisions on distribution strategy which establish the appropriate channels through which products are marketed (such as agents, wholesale
36、rs, and retailers).它包括就分销策略作出决策，来建立销售产品的适当渠道（如代理、批发和零售） 。7. Promotions draw on product benefits and pricing strategies and often involve the channels of distribution.26促销要利用产品优势和价格策略，并常常涉及分销策略。8. “The four Ps” represents interdependent variables symbolized by overlapping circles in the figure.4P 代表图
37、中用重叠圆圈表示的相互依存的要素。* After-reading: Remember the key terms and sentences in reading and prepare them for dictation in next class.Do Exs about Language Focus.5th period* Business Writing: Telephone Message1. Ask students to read the sample and conclude the main points that should be taken.2. Provide in
38、formation on how to take an effective telephone message.Tips on Taking Telephone MessageThe massage usually includes the following points: From whom To whom The calling time Phone number The important content Messages Who takes the message6th -7th period* Listening and Speaking: Business Telephoning
39、1. Ask students to listen to the dialog and finish Exercise s 1-3.2. Ask students to study the sample dialog and do EX. 5 about leaving a telephone message.8th period* Free talkingDiscussion topics: Why go to college? OR What is the good language learner?作业布置：1. Try to recite the key terms related w
40、ith marketing.2. Do Grammar on p. 78 and Translation on p. 79 parts as HW.课后小结：27课堂补充：1. Read the following article, and try to answer the question “What do you think of the ending of the story?” Better share the ideas with your partners.The Rewards of a Good DeedOne stormy night many years ago, eld
41、erly man and his wife entered the lobby of a small hotel in Philadelphia. Trying to get out of the rain, they came to the front desk hoping to get some shelter for the night.“Could you possibly give us a room here?” the husband asked.The clerk, a friendly man with a winning smile, looked at the coup
42、le and explained that there were three conversations in town.” All of our rooms are taken,” the clerk said. “But I cant send a nice couple like you out into the rain at one oclock in the morning. Would you perhaps be willing to sleep in my room? Its not exactly a suite, but it will be good enough to
43、 make you comfortable for the night.” When the couple declined, the young man pressed on. “Dont worry about me, I will make out just fine,” the clerk told them. So the couple agreed.As he paid his bill the next morning, the elderly man said to the clerk, “You are the kind of manager who should be th
44、e boss of the best hotel in the United States. Maybe someday I will build one for you.”The clerk looked at them and smiled. The three of them had a good laugh. As they drove away, the elderly couple agreed that the helpful clerk was indeed exceptional, as finding people who are both friendly and hel
45、pful isnt easy.Two years passed. The clerk had almost forgotten the incident when he received a letter from the old man. It recalled that stormy night and enclosed a round-trip ticket to New York, asking the young man to pay them a visit.The old man met him in New York, and led him to the corner of
46、Fifth Avenue and 34th street. He then pointed to a great new building there.“That,” said the older man, “is the hotel I have just built for you to manage.”“You must be joking,” the young man said.“I can assure you I am not,” said the older man, a sly smile playing around his mouth.This young clerk n
47、ever foresaw the event that would lead him to become the manager of a glamorous hotel.2. Read the following article titled with “The Good Language Learner“ and think about what a good language learner is.The Good Language LearnerThe study of language learning is very complex. How do people learn lan
48、guage? Why do children learn languages so easily, so quickly and so perfectly? Researchers that study language learning have made a lot of progress. We now know more about the answers to these questions than we did fifty years ago. But there is still much we dont know. Some people are better at lear
49、ning a second language. They seem to have a natural talent for learning a second language. In 1979, Rubin, a language researcher, decided to examine people that were “good language learners.“ Rubin thought that researching about this would help us understand more about language learning. She discovered seven things that good language learners did. She found out that: 1. Good learners are willing and accurate guessers. 2. They have a strong drive to communicate, or to learn
