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1、 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: Leaders
2、hip 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
3、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
4、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 R
5、epresentation 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 develop
6、ment 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 minu
7、tes. 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 Ne
8、cessary 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 o
9、thers 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?)
10、 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
11、 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
12、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 managemen
13、t 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 Restructuri
14、ng 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” + outsourc
15、ing) 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 Discus
16、sion 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
17、 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 t
18、heir 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 thou
19、ghts 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 Pr
20、eferred 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-
21、/ 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
22、 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 usuall
23、y 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—Introdu
24、ction: 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 te
25、xt, 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
26、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
27、 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 lo
28、cal” 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
29、 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,
30、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 m
31、ean? 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: Pric
32、ing 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, o
33、ne 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 a
34、ccepted 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 ma
35、nagers? 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.
36、 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
37、 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?
38、¨ 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 g
39、iants 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
40、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 opportu
41、nity 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 jo
42、b 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 o
43、f 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 dive
44、rsification: 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
45、 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 Customizatio
46、n 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 w
47、hen 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 s
48、ervice 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
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