高级商务英语教案-unit7-unit12

教教 案案 课程名称 课程名称 高级综合商务英语高级综合商务英语 授课班级 授课班级 1414 级商务英语本科级商务英语本科 1 31 3 班班 授课教师 授课教师 钟擎钟擎 所在部门 所在部门 外语系外语系 教教 研研 室 室 商商 务务 英英 语语 学学 期 期 20172017 至至 20182018 学年第学年第一一学期学期 广广 东东 理理 工工 学学 院院 教教 务务 处处 制制 广东理工学院教案撰写说明广东理工学院教案撰写说明 一 授课时间 用阿拉伯数字书写 二 授课方式 在相应选项前打 三 授课时数 用阿拉伯数字 如 节 四 授课题目 填写教学章节或主题 五 教学目的 分掌握 熟悉 了解三个层次填写 可根据实际需要 取舍 建议全部写明 六 教学重点及难点 根据实际情况填写 七 教学方法及手段 如举例讲解 多媒体讲解 模型讲解 实物讲 解 挂图讲解 音像讲解等 八 教学过程及内容 按复习 引导 讲授新课 巩固 小结等步骤 进行 九 作业布置 写明课本或练习册的章 节 页 题 教师自拟题时 需写出题目的内容 十 教学后记 填写教师通过本次课教学 有何心得体会及今后改进 提高的一些设想 学期授课计划编制说明 本学期大纲要求学时数 本学期教学周数 教学大纲 名称 版本 文号 本学期周学时数 本课程学期总时数 本学期使用教材 名称 主编 版本 高级综合商务英语 讲授 实验 实习 实训 课 复习课 考核 机动 节假日占用 其它 其 中 异动及必要说明事项 学期授课计划表 周次周次章节名称及主要内容章节名称及主要内容 授课授课 节数节数 作业作业备注备注 13 23 33 43 53 63 73 83 93 103 113 123 周次周次章节名称及主要内容章节名称及主要内容 授课授课 节数节数 作业作业备注备注 133 143 15Presentation of course design3 16Final test3 教研室主任 组长 系 部 负责人 授课时间 第 7 周 第 1 次课授课时数3 授课方式 请打 理论课 讨论课 实验课 习题课 其 他 授课题目 教学章 节或主题 Unit 7 Mass Customization Text A BMW Drives Germany 教学目的 要求 分掌握 熟悉 了解三个层次 1 To master key words and expression 2 To improve competence of translating and interpreting 教学重点及难点 1 To learn how to paraphrase in English 2 To learn how to grasp key points in comprehensive reading 3 To simulate the live conference to form a similar surroundings to students to do interpretation 教学方法及手段 Situational teaching Role play FCM 教学过程与教学内容 Step 1 Lead in 1 Dictation 2 Study the two Quotations on page 137 3 Background Information Introduction Mass Customization Step II Case study 1 A warm up discussion on the four faces of Mass Customization and answer the following questions My Muesli the manufacturer of cereal food enables the users to customize a food product through online interaction Q1 What is customization Do you like My Muesli s customizing its cereal food Why or why not However the company neglected robust processes of mass customization Whenever a report on customers favor was published the manufacturing capacity was insufficient For lack of human labor mixing muesli from about 65 different categories of options by hand the company had to turn down prospective customers by setting a daily order limit Q2 Is there any solution to this problem Q3 What lessons of potential risks of customization can be learnt from this case 教学过程与教学内容 Q4 In your opinion what products are more suitable for mass customization Step III Text analysis BMW Drives Germany 1 Present a brief introduction and structure of the text Para Main Topics Para 1 4BMW s mass customization used as a marketing device and an effective means of injecting flexibility into BMW Para 5 8BMW symbolic of German economy Para 9 11 Para 12 18 BMW s highly automated Leipzig plant conducive to mass customization BMW s attempt to handle the key issues of mass customization workforce flexibility production capacity expansion product line expansion 2 20 minutes given to students to preview the text and finish the exercise I Reading Comprehension on P144 then check the answers with detailed analysis Note Students should identify the relative information in the text to explain their choice Answers CDBACAAC 3 Paragraphs analysis 1 Analysis of Part 1 Para 1 4 Questions of Part 1 Q1 What s the main idea of Part I Para 1 4 BMW used mass customization to promote its sales as a handy marketing device and to inject flexibility into almost every aspect of the company particularly manifested by its ability to cater for fickle customer desires and its rhythm of work Q2 What does heavily unionized workforce mean What changes have been brought about by the deals BMW struck with its workforce 1 A union is a group of workers who have come together to make collective decisions about their work and their working conditions Heavily unionized workforce means that a relatively high proportion of employees belong to a union 2 A number of challenges can arise for a company to manage a heavily unionized workforce especially because of lack of flexibility Union workers often work set hours and they must take a certain number of breaks during the day no matter how heavy or how light the workload Deals BMW struck with its workforce enabled it to bring in new ways of working and manage its workforce more or less in accordance with production demands Words and Expressions Of Part 1 fickle Para 3 adj characterized by erratic changeableness or instability especially with regard to affections or attachments synonym capricious example The company must face the challenge of meeting fickle market demands in a new uncertain economy juggle Para 4 v to keep several simultaneous activities in motion or progress at one time example He is an expertly project manager who can juggle multiple projects and still make progress on each Sentence Interpretation Of Part 1 1 Your BMW dealer will be happy to oblige with as many changes as you care to make until a cutoff point six days before your particular car goes into production Line 7 Para 1 Your BMW dealer will be happy to do a favor by making as many changes as you care to until a point of termination 2 BMW does not break out details of the additional revenue but given the profit margins on many add ons it s like a big dollop of cream on the cake says Peter Schmidt a British based auto industry consultant Line 6 Para 2 BMW does not categorize specific information of the additional revenues generated by its many add ons but on the condition of their profit margins it s just like adding a big dollop of cream onto the cake 2 Analysis of Part 2 Questions of Para 5 8 What s the main idea of Part II Para 5 8 BMW is in some ways symbolic of German economy which is resurgent from economic straitjacket but still hindered by both internal and external counter forces Q2 What are internal and external counter forces which hinder German economy Internal Little sign of substantive change in the system of labor relations hindering productivity level External Low cost competition from Asia and East Europe Words and expressions formidable Para 6 adj difficult to undertake surmount or defeat synonym awesome example As the workshop of world China has become a formidable trading power to be reckoned with causing other countries to view its massive potential market with hope and its cheap products with fear upswing Para 7 n an increase as in movement or business activity synonym surge example There is an upswing of prices on the stock market Sentences analysis and paraphrase 1 Faced with low cost competition from Asia and Eastern Europe he says many German firms did their homework and now they are benefiting from it Line 1 Para 8 Do one s homework is an idiomatic expression which means to study a subject or situation carefully so that one knows a lot about it and can deal with it successfully 4 5 minutes given to students to sum up the main idea of Part 1 Part 2 according to their own understanding Step IV Assignment Ask Ss to translate the 10 sentences in Ex 2 Blank filling 作业布置 preview the part 3 and part 4 and finish the exercises 教学后记 授课时间 第 8 周 第 1 次课授课时数3 授课方式 请打 理论课 讨论课 实验课 习题课 其 他 授课题目 教学章 节或主题 Unit 7 Mass Customization Text A BMW Drives Germany 教学目的 要求 分掌握 熟悉 了解三个层次 1 To master key words and expression 2 To improve competence of translating and interpreting 教学重点及难点 1 To learn how to paraphrase in English 2 To learn how to grasp key points in comprehensive reading 3 To simulate the live field to form a similar surroundings to students to do business affairs 教学方法及手段 Situational teaching Role play FCM 教学过程与教学内容 Step 1 Lead in 1 Review the main points that Ss learned last week 2 Ss Presentation Step II Text analysis mainly about Analysis of Part 3 and Part 4 1 Review words and expressions in Part 1 2 2 Analysis of Part 3 Para 9 Para 11 Questions Q1 What s the main idea of Part III Para 9 11 BMW s highly automated assembly line sophisticated logistics and effective communication with key suppliers in Leipzig plant enable BMW to manufacture customized cars with impressively high efficiency and reliability Q2 What is the striking feature of BMW s highly sophisticated logistics in Leipzig On a highly automated assembly line workers stationed at regular intervals reach back for components in wire baskets rigorously sorted into the right sequence Words and Expressions disrupt Para 11 v to interrupt or impede the progress movement or procedure of synonyms hinder obstruct example Sentences analysis and paraphrase The complexity is visible to the naked eye Line 8 Para 10 The naked eye means the eye unassisted by an optical instrument such as a telescope microscope or spectacles In the sentence visible to the naked eye means very easy to see Analysis of Part 4 Para 12 Para 18 Questions about Part 4 Q1 What s the main idea about Part IV Para 12 18 To achieve a balance between revenues and costs BMW is striving to inject flexibility into its workforce expand its production capacity and diversify its product line Q2 What had BMW intended to achieve through the acquisition of Rover BMW had intended to achieve a goal of turning the company into a two brand company one for the mass market and one for a premium brand Words and Expressions canvass Para 13 v to examine carefully or discuss thoroughly synonym scrutinize example The poll canvassed the views of almost eighty economists fuel Para 18 v to support or stimulate the activity or existence of synonyms stir provoke example The price upswing of crude oil fuels the soaring material cost of textile industry Sentence Interpretation and paraphrasing 1 Putting BMW on a more efficient footing at home has enabled it to expand its product line in all directions Line 1 Para 16 Managing BMW at home in Britain on a more efficient basis 2 But other analysts such as Cardiff s Rhys reckon that BMW can continue to forge ahead because of the skillful management of its brandname and underlying business Line 11 Para 17 think that BMW can continue to make strong progress steadily because of the skillful management of its brand name and core business Step III Exercises Step IV Practical teaching section Debate Advantages and disadvantages of Mass Production and Mass Customization Hold a Debate Competition Step V Conclusion 作业布置 Review the text and finish the translation on 11 教学后记 授课时间 第 9 周 第 1 次课授课时数3 授课方式 请打 理论课 讨论课 实验课 习题课 其 他 授课题目 教学章 节或主题 Unit 12 Entrepreneurship Text A Can Red Wine Help You Live Forever 教学目的 要求 分掌握 熟悉 了解三个层次 1 To master key words and expression 2 To improve competence of translating and interpreting 教学重点及难点 1 To learn how to paraphrase in English 2 To learn how to grasp key points in comprehensive reading 3 To simulate the live field to form a similar surroundings to students to do business affairs 教学方法及手段 Situational teaching Role play FCM 教学过程与教学内容 Step I Lead in 1 Background information introduction 2 Listening Practice on Page 276 Step II Text analysis Text A Can Red Wine Help You Live Forever 1 Ask students to preview the whole text and outline the structure 2 Present a brief introduction and structure of the text Structural Analysis Para Main Topics Para 1 3Introduction to the effect of resveratrol and the company Sirtris Para 4 16The process of Sirtris establishment and Westphal s working conditions Para 17 26The future development of Sirtris and its owners major concerns 3 Analysis of Part 1 Para 1 3 Questions Q1 What s the main idea of Part I Para 1 3 This part introduces the three main factors of the text the product resveratrol the company Sirtris and the entrepreneur Westphal which consists of the quintessential part of the whole story Q2 What is Sirtris goal In fact Sirtris is a lab which focuses on the research of medicines that can boost people s health and slow their aging process Resveratrol is one of its product Q3 Is it easy for Sirtris to develop such kind of medicines No For all that to happen Sirtris must spend many years doing the research about the medicine s functions Besides it has to take many risks to venture into this biochemical field To achieve its goal it must have a dreamer a science whiz and a riverboat gambler Words and expressions unprepossessing Para 2 不吸引人的 不讨人喜欢的不吸引人的 不讨人喜欢的 adj not very attractive or noticeable example Despite his unprepossessing appearance he was very popular with women in the wake of Para 2 在在 后面 紧随其后后面 紧随其后 If something especially something bad happens in the wake of an event it happens afterwards and usually as a result of it example Famine followed in the wake of the drought in somebody s something s wake behind or after someone or something example The car left clouds of dust in its wake retard Para 4 妨碍 阻滞 抑制妨碍 阻滞 抑制 vt to delay the development of something or to make something happen more slowly than expected slow down example Cold weather retards the growth of many plants synonyms delay hold up slow down obstruct Sentence Interpretation and paraphrasing Few medical discoveries have generated so much instant buzz even Jay Leno riffed about it in his opening monologue Line 7 Para 1 Few medical discoveries have aroused so big and quick response from the market even Jay Leno the famous comedian talked humorously about it in his opening speech Three years ago one such paradox strolled into the Harvard lab that put resveratrol on the map and set in motion events that may in time radically transform the way we age Line 7 Para 3 Three years ago one person with such kind of contradictory characteristics walked into the Harvard lab It was him who started advertising resveratrol and made it well known and launching some activities which were very likely to make ready and complete changes to our way of aging 4 Analysis of Part 1 Para 4 16 Questions Q1 What s the main idea of Part II Para 4 Para 16 Westphal as an entrepreneur was hardworking extroversive humble and led a simple lifestyle and a unique working style He used to be a well experienced venture capitalist with risk taking spirit but it was not very smooth for him to establish Sirtris the lab focusing on researches on the new medicine Q2 In para 8 the author says Westphal s frenetic personal resembles attention deficit disorder What does he mean The author does not mean Westphal has attention disorder He implies that Westphal is a very capable person who can spread his attention over several matters at the same time Q3 Does the medicine produced by Sirtris cure human aging No As Westphal has explained many times that his company is working to cure diseases of aging not to cure aging itself Therefore its medicine can only slow down the aging process Words and expressions Conjure 1 vt to perform clever tricks in which you seem to make things appear disappear or change by magic example The magician conjured a rabbit out of his hat 2 vt to make something appear or happen in a way which is not expected example He has conjured victories from worse situations than this synonyms bewitch invoke rouse contrive create spearhead to lead an attack or organized action example the troops who spearheaded the rescue mission Sentence Interpretation and paraphrasing Westphal isn t your standard issue CEO His lead haberdasher is probably Levis Line 1 Para 7 Westphal does not look like other CEOs who dress very formally He mainly dresses in jeans But in his case it s probably better described as bandwidth coming out of the ears syndrome Line 2 Para 8 It is not precise to describe Westphal as having attention deficit disorder His hearing span is very wide and can listen to and deal with different things all at the same time He s also a disarming extrovert who genially crushes competitors into the dust Line 3 Para 9 Westphal is an outgoing person who easily makes friends and defeats the competitors completely 5 5 minutes given to students to sum up the main idea of Part 1 Part 2 according to their own understanding Step III Consolidating exercises Step IV Conclusion 作业布置 Recite key words for the dictation and translation 教学后记 授课时间 第 10 周 第 1 次课授课时数3 授课方式 请打 理论课 讨论课 实训课 习题课 其 他 授课题目 教学章 节或主题 Unit 12 Entrepreneurship Text A Can Red Wine Help You Live Forever 教学目的 要求 分掌握 熟悉 了解三个层次 1 To master key words and expression 2 To improve competence of translating and interpreting 教学重点及难点 1 To learn how to paraphrase in English 2 To learn how to grasp key points in comprehensive reading 3 To simulate the live field to form a similar surroundings to students to do business affairs 教学方法及手段 Situational teaching Role play FCM 教学过程与教学内容 Step I Lead in Discussion 1 What qualities or personalities should a person have to be a successful entrepreneur 2 Which entrepreneur do you respect most 3 Have you ever tried to run your own business What was the outcome 4 How should we measure the success of an entrepreneur 5 What kind of social responsibilities should an entrepreneur have 6 What do you think of the entrepreneurship by university students Advantages and disadvantages Step II Text analysis Text A Can Red Wine Help You Live Forever 1 Review words and expressions in Part 1 2 2 Analysis of Part 3 Para 17 Para 26 Questions 教学过程与教学内容 Q1 What s the main idea of Part III Para 17 Para 26 Westphal is considering the future development of Sirtris He can either cooperate with clinics or license drug rights to pharma concerns to realize his dream Q2 Why didn t Westphal and Sinclair hit off at first Because they were of different characteristics Westphal was too much arrogant while Sinclair was too strict with his discovery and did not want to disclose the details of his findings Their cooperation did not go very well at first Words and expressions avid Para 18 adj doing something as much as possible example an avid collector of old jazz records synonyms ardent dedicated devoted eager earnest enthusiastic replicate Para 23 vt if you replicate someone s work a scientific study etc you do it again or try to get the same result again example There is a need for further research to replicate these findings synonyms clone copy duplicate imitation model entangle Para 24 vt 1 to make something become twisted and caught in a rope net etc entangle i