商务英语阅读教案.doc

教 学 进 度 计 划
周次
课序
教学环节
学时
授 课 内 容
1
2
3
4
5
6
7
8
9
11
12
13
14
1
2
3
4
5
6
7
8
9
10
11
12
13

讲授
讲授
讲授
讲授
讲授
讲授
讲授
讲授
讲授
讲授
讲授
复习
考试
2
2
2
2
2
2
2
2
2
2
2
2
2
Unit 1: Corporate or Organizational Culture
Unit 2: Leadership
Unit 3: Management Gurus
Unit 5: Consumer Behavior
Unit 6: Global Brands
Unit 7: Globalization
Unit 8: Pricing
Unit 10: Merger and Acquisition
Unit 12: Service Economy
Supplement: resume and interview
Analysis of resume
Presentation
Review

第 1 次课
课时 2 学时
章节题目
Unit 1: Corporate or Organizational Culture
本 次 课
教学目标
Let the students know the concept of organizational culture
Let the students master some business term of organizational culture
本 次 课
重点难点
The study of the business terms

教学基本内容设计
Warm Up—definition of organizational culture
Term Study
1. Corporate Culture 2. Mail-order
3. Flexi time 4. Hostile Takeover
5. Total Quality Management
6. Motivation Theory / Need Hierarchy Theory
Outline and Questions
1. The story of Larkin’s rapid rise(How?) and The Larkin Idea (What?)
2. Physical Representation of Larkin’s Corporate Culture(What +Where?)
More Cases
Google Corporate Culture
TOYOTA Corporate Culture
Haier Corporate Culture
Discussion
1. Which has greater influence on working environment, corporate culture, or your co-workers’ personality?
2. In our era with the development of information and communication technology and the so called “new economy”, is it still necessary to stress the importance of corporate culture?
3. Would it be possible to develop an corporate culture in the age of E-commerce when employees can work at home?
辅助手段和
时间分配
Multi-media
10 minutes.

20 minutes

15 minutes

20 minutes

10 minutes

10 minutes

5 minutes
本次课小结
作业、预习等
Complete the post-reading exercises and preview unit 2
第 2次课
课时 2 学时
章节题目
Unit 2: Leadership
本 次 课
教学目标
Let the students know some theories of leadership
Necessary Qualities for Leaders
本 次 课
重点难点
The tern study
More information about leadership

教学基本内容设计:
Warm Up
1. Differences Between You and Your Boss
2. Warm Up Questions
a. What is your opinion on the difference between leadership and management?
b. There are particular people that others will follow, for whatever reason. Perhaps they have a sense of humor, or they like their style.” Do you believe there are such people?
Term Study
1. Leadership
2. Theory X and Theory Y Assumptions
Outline and Questions
1. (Para.1-3)An interview with Peter F. Drucker (Who + When + Where?)
2. (The rest paragraphs.) Drucker’s thoughts on leadership (The key sentence in each point?)
More Info
领导力纵论
彼得·德鲁克的“十大兵法”
Necessary Qualities for Leaders
Discussion
1. Andrew Carnegie wanted to put on his gravestones, “Here lies a man who knew how to put into his service more able men than he was himself.” Have you found these “Andrew Carnegie ” around you?
2. “Develop your priorities and don’t have more than two. I don’t know anybody who can do three things at the same time and do them well.” What should usually or generally be the priorities of leaders?
辅助手段和
时间分配
Multi-media
20 minutes.

15 minutes

15 minutes

20 minutes

10 minutes

10 minutes
本次课小结
作业、预习等
Complete the post-reading exercises and preview unit 3
第3次课
课时 2 学时
章节题目
Unit 3: Management Gurus
本 次 课
教学目标
Let the students know some concept of business management
本 次 课
重点难点
Learn about the qualities of a good manager
教学基本内容设计
Warm Up
Peter Drucker’s Golden Thoughts
Term Study
1. Knowledge Worker 2. Organizational Behavior
3. Privatization 3. Outsourcing
4. Lean Production 5. Corporate Restructuring
6. Business Process Reengineering
Outline and Questions
1. Management guru Peter F. Drucker: nearly 70-years’ devotion to the field (… signature trademark… global insight)
2. FIRST TO SAY IT: Predictions (What are they?) + Biography
3. COUNTERINTUITIVE INSIGHTS
(“reporting cost” + outsourcing)
4. NEW AREA OF INQUIRY (nonprofit)
More Figures
Top 10 Management Gurus—Listing in 2003 by Thinker 50 Survey
1
Michael E. Porter
6
Gary S. Becker
2
Tom Peters
7
Gary Hamel
3
Robert Reich
8
Alvin Toffler
4
Peter Drucker
9
Hal Varian
5
Peter Senge
10
Daniel Goleman
Discussion
Who gave us the concepts of
“knowledge economy”, “business process reengineering” and “new economy”? Talk about their achievement in details.
辅助手段和时间分配
Multi-media
15 minutes
20 minutes

20 minutes

20 minutes

15 minutes

本次课小结、作业、预习等
Complete the post-reading exercises and preview unit 5
第4次课
课时 2 学时
章节题目
Unit 5: Consumer Behavior
本 次 课
教学目标
Let the students know some basic knowledge of consumer behavior
本 次 课
重点难点
The term study and the logic during consuming
教学基本内容设计
Warm up
² Interview your classmates and get their answers to the following questions:
1. Have you ever bought any product that you never actually use?
2. When did you buy it?
3. Why did you buy it?
4. Why didn’t you use it?
5. How did you eventually do with it?
² Select a purchase that was significant to you and describe both your thoughts and actions as you proceed through each of the decision-making steps.
Term Study
Market Segmentation
FMCG (Fast Moving Consumer Goods)
Consumer Behavior
Soft Economy
Outline and Questions
1. The Five Faces of Chinese Consumers
2. Most Wanted Brands in China and Why Were They Preferred
3. Other Brands Are Undercutting and Ignoring the Needs of Consumers
4. The Myth of Advertisements
5. A Lesson Learned About Building a Powerful Brand
More Information
Black box model
Discussion
1. Why do we buy too much?
2. Are you health-/safety-/credit- /time-/price-/target-/logo-/
privacy-/value-/budget-conscious?
辅助手段和
时间分配
Multi-media
15 minutes.

10 minutes.

20 minutes.

20 minutes

10 minutes
15 minutes.

本次课小结
作业、预习等
Complete the post-reading exercises and preview unit 5

第5次课
课时 2 学时
章节题目
Unit 6: Global Brands
本 次 课
教学目标
Let the students master some basic concepts of global brands
本 次 课
重点难点
The term study

教学基本内容设计
Warm up
1. A Quotation: “Consumer needs are amazingly similar market to market; the challenge for the agency is to touch people with a message.” —Grace Atkinson
2. Do you usually intend to buy branded products?
3. What does a brand mean to a company or to the company’s consumers?
4. Can you recognize how many famous brands are American? What is your general impression on American brands in China?
Term Study
Brand
High-end Product
Outline of the Texts
Para 1—Introduction: Global branding has married to local sensibilities.
Para 2-12—Examples: Get three factors right (imagery, relevance and innovation) to enhance advertising and marketing
Para 13-14—Conclusion: The challenge for the agency is to touch people with a message
Discussion
1. According to the text, what are the ways for brands to cross borders? List them out.
2. “In fact, getting the three factors right—imagery, relevance and innovation—can translate into an advertising and sales bonanza abroad.” what is your understanding of this idea?
3. “Consumer needs are amazingly similar market to market; the challenge for the agency is to touch people with a message.” Do you agree with this idea?
More Information
International Brand
International Brand Lab
The top twenty of Fortune 500 in 2008
辅助手段和
时间分配
Multi-media
25 minutes.

20 minutes.

15 minutes

15 minutes

15 minutes
本次课小结
作业、预习等
Complete the post-reading exercises and preview unit 7
第6次课
课时 2 学时
章节题目
Unit 7: Globalization
本 次 课
教学目标
Let the students know some concepts of globalization
本 次 课
重点难点
The term study

教学基本内容设计
Warm up
1. “Think global, act local” has been taken as a rule or principle for doing global business. What is your understanding of this principle?
2. Have you ever heard of another principle of “think local, act global”?
Term Study
Globalization Growth Market
Product Development Supply Chain Management
Logistics Management Marketing Campaign
Market Share Internal Customer
Outline and Questions
Part I Limitations of Western multinationals’ existing base in Asia
Part II Close examination of the limitations
Discussion
1. According to the text, what is the difference between “Asian companies” mentioned in the first paragraph and “companies in Asian countries”?
2. How do you understand the “cousins” and “sisters” mentioned in the text?
3. There is an old adage: When goods cannot cross borders, armies surely will. What does the old adage mean?
More Information
Effects of globalization in ten aspects
辅助手段和时间分配
Multi-media
10 minutes.

20 minutes

20 minutes

25 minutes.

15 minutes

本次课小结
作业、预习等
Complete the post-reading exercises and preview unit 8
第7次课
课时 2 学时
章节题目
Unit 8: Pricing
本 次 课
教学目标
Let the students learn about the concepts of pricing
本 次 课
重点难点
The term study and the importance of pricing

教学基本内容设计
Warm up
1. There are two passengers on the same plane, sitting across the aisle from each other, one of whom paid $290 to fly from New York to Miami, one of whom paid $1290. Why?
2. Do you know what products get more expensive the closer they are to being expired?
Term Study
Microeconomics
Macroeconomics
Yield Management
Outline and Questions
Para. 1-4 Introduction: the mystery of pricing
Para. 5-13 There are various factors confounding accepted wisdom about pricing
Para. 14-24 An example: the oddities of airline pricing
Discussion
1. Have you got an idea whether your prices should be kept a secret? In a company, should all staff be informed of the pricing strategy or should the pricing strategy be held a secret by high-level managers?
2. In today’s information age, is it still possible to keep your pricing strategy a secret from your competitors or your consumers?
More Information
Pricing Strategy: A general sequence of steps for developing the pricing of a new product

辅助手段和时间分配
Multi-media
15 minutes.

20 minutes

15 minutes

20 minutes

20 minutes.

本次课小结
作业、预习等
Complete the post-reading exercises and preview unit 10
第8次课
课时 2 学时
章节题目
Unit 10: Merger and Acquisition
本 次 课
教学目标
Let the students know the basic knowledge of merger and acquisition
本 次 课
重点难点
The terms of and the key sentences of the text

教学基本内容设计

Warm up
¨ Read the two pieces of news on Page 215 and answer the following questions:
1. Why is this a new way of foreign capital introduction?
2. Besides this, what other ways do we have in China to attract foreign capital?
¨ Read the two pieces of news on Page 216 and answer the following questions:
1. Is it very threatening for Chinese retailers living in this Post-WTO Era?
2. Do you have any ideas about the above ways? How can Chinese retailers grow quickly in a short period of time, and eventually become retail giants in China?
Term Study
Leveraged Buyout (LBO)
Net Income
Mergers and Acquisitions
Vertical Integration
Horizontal Integration
Outline of The Texts
Strategic advantages of the merger:
1. Creating a consumer-products powerhouse combing some of the world’s best-known brands
2. Strengthening their bargaining position with the likes of Wal-Mart and Aldi in Europe
3. Combining two companies in similar markets requiring complementary skills (Procter marketing to women and Gillette marketing to men)
4. Both seeing untapped potential in each other and great opportunity abroad
5. Having more power in the negotiations with media companies
6. Tapping the distribution network lifting Gillette’s worldwide sales at little added cost to the combined business
7. Identifying $14 billion to $16 billion in annual benefits from the merger
8. Leading to about 6,000 job cuts or about 4 percent of the work force
9. Making the acquisition a 60 percent stock and 40 percent cash deal
Discussion
1. How can retailers develop long-term Branding Strategies? Through M&A?
2. What do you think of merger and acquisition in China’s retail industry?
3. What do you think of Chinese retailers’ opportunities as well as challenges in the Post-WTO Era?
More Information
Distinction between mergers and acquisitions
Motives behind mergers and acquisitions
l Economy of scale
l Increased revenue or market share
l Cross-selling
l Taxation
l Geographical or other diversification:
l Resource transfer
l Vertical integration

辅助手段和
时间分配
Multi-media

15 minutes.

10 minutes

15 minutes

20 minutes

20 minutes.

10 minutes
本次课小结
作业、预习等
Complete the post-reading exercises and preview unit
第9次课
课时 2 学时
章节题目
Unit 12: Service Economy
本 次 课
教学目标

本 次 课
重点难点

教学基本内容设计
Warm up
Sectoral Contributions to Gross Domestic Product, 2002 (%)
Term Study
Disposable Income (=Disposable Personal Income)
New Service Economy
Mass Customization
Outline of The Texts
(Para. 1-4) How Wal-Mart becomes the mightiest cooperation in America.
(Para. 5-8) Explaining why America’s economic focus switched from manufacturing to service.
(Para. 9-12) The changes of the economic switch have brought.
(Para. 13-16) What manufacturing industry did when facing the economic switch?
Discussion
By “ten-foot attitude” and the last sentence of the text “Oh, sure, Wal-Mart wears the crown, but what has really changed in cooperate America since 1955 is the dignity afforded five small words: ‘How may we help you?’ ’’, talk about the significance of service quality in a service economy.
More Information
Types of Mass Customization:
Collaborative /Adaptive /Cosmetic /Transparent Customization

辅助手段和时间分配
Multi-media
20 minutes.

20 minutes

15 minutes

20 minutes

15 minutes

本次课小结
作业、预习等
Complete the post-reading exercises and prepare for the presentation