新视野商务英语综合教程3：第二版 教案 Unit 6 Marketing Modes

教案课程名称：___________________________________课时：___________________________________班级：___________________________________任课教师：___________________________________教材：_《新视野商务英语综合教程3（第二版）》_Unit6MarketingModesUnitOverview(单元概览)Bystudyingthisunit,youareexpectedto:learnthefeaturesofdifferentInternetmarketingtools;choosetheappropriateInternetmarketingtooltopromoteproducts;writeapromotionalmicro-blogforproducts.Lead-in(主题导入)Task1Checktheanswerswiththeclass.EncouragethestudentstotalkabouttheirexperiencesusingtheInternetmarketingtoolsinthetask.Task2Dividethestudentsinto6groupswitheachgroupresponsiblefordiscussingfeaturesofoneparticulartoolinTask1.Elicitideaswiththewholeclassoraskdifferentgroupstoreportback.Invitecommentsandencourageclassdiscussion.BackgroundInformationBlogging:“Blog”istheabbreviationof“weblog”,atermusedtodescribewebsitesthatmaintainanongoingchronicleofinformation.Ablogfeaturesdiary-typecommentaryandlinkstoarticlesonotherwebsites,usuallypresentedasalistofentriesinreversechronologicalorder.Ittakestimeforablogtobecomepopularthroughblogrolls,permalinksthatcanboostpopularitymorequickly.E-mailing:E-mailingcanenhancetherelationshipbetweenconsumersandthecompany.Thisprocessbeginsbyhavingacustomersignupforane-mailpublication.Thismarketingstrategywillrepeatedlyremindcustomersabouttheserviceorproductandwill,inmostcases,attractrepeatbusiness.Mediasharing:Mediasharingsitesallowuserstouploadphotos,videosandaudiotoawebsitethatcanbeaccessedfromanywhereintheworld.It’sconvenientforyoungpeopletosharethingsabouttheirlives.Micro-blogging:Micro-bloggingallowssubscriberstoreadmicro-blogpostsonlineorrequestthatupdatesbedeliveredinrealtimetotheirdesktopasaninstantmessageorsenttoamobiledeviceasanSMStextmessage.Postsarebrief(typicallylessthan140characters)andcanbewrittenorreceivedwithavarietyofcomputingdevices,includingcellphones.Althoughmostmicro-blogbroadcastsarepostedastext,somemicro-bloggingservicesallowvideooraudioposts,whichofferthemeansofsharingtoyoungpeople.Searchengineoptimization:SEOisthepracticeofimprovingandpromotingawebsiteinordertoincreasethenumberofvisitorsthesitereceivesfromsearchengines.Themajorityofwebtrafficisdrivenbythemajorcommercialsearchengines.Socialnetworking:Socialnetworkingallowsyoungpeopletoconnectwithfriendsandfamily,sharephotos,videos,musicandotherpersonalinformationwitheitheraselectgroupoffriendsorawidergroupofpeople.SocialnetworkslikeFacebook,MyspaceandLinkedInaregreatwaysofkeepingintouchwithfriendsandfamilyaroundtheworldaswellasmakingnewconnectionswithpeoplebasedonsimilarinterestsorprofessions.Andtheyareallforfree.ReadingA(精读课文)Task1Askthestudentstobrainstormtheprosandconsofonlinemarketinginthewholeclass.Askthestudentstoworkinpairstomakealist.Setatimelimitfortheirdiscussion.Checktheanswerswiththeclassandgivefurtherexplanationsinnecessary.Task3Askthestudentstoanswerthequestionswhiledoingthesecondreading.Checktheanswersandencouragethestudentstolocatethesupportinginformationfromthetext.Activity1Dividethestudentsintogroups.Tellthemtosummarizethefeaturesofeachtypeofe-marketingtoolwiththeinformationinReadingA.Theyarealsoencouragedtoaddtheirownideas.Chooseseveralgroupstopresenttheirideastotheclass.Activity2GothroughtheInternetmarketingtoolsmentionedinReadingAwiththeclass.Dividethestudentsintogroupsofuptofivetodiscussotheronlinetoolswhichcanbeusedformarketing.Invitesomegrouprepresentativestoreporttheirfindingstotheclass.

ReadingB(泛读课文)Task1IntroducethistaskbyshowinganumberofCOFCOproductstothestudentsorprovidingsomevideoclipsaboutthecompany.AskthestudentswhattheyknowaboutCOFCOGroupandencouragethemtotalkaboutitsbusinessrange.ShowCOFCO’sSinamicro-bloggingsiteinclasssothatthestudentsmayhaveaclearpictureofwhatistobediscussedaboutinReadingB.BackgroundInformationCOFCOisthelargestsupplierofdiversifiedproductsandservicesintheagriculturalproductsandfoodindustryinChina.Itisdevotedtoutilizingrenewablenaturalresourcestoprovidehealthyandnutritiousfood,highqualitylifestyleandservices,aswellascontributingtoimprovepeople’slivingstandards,socialprosperityandstability.COFCOplaysapivotalroleasabridgeinthemarketsofedibleoilsandfoodstuffbetweenChinaandtheworld,andservesasthemainimportingandexportingchannelforbulkagriculturalproductssuchaswheat,corn,riceandsugar.Asaninvestmentholdingcompanyspecializedintradeandprocessingofoilandfoodstuffaswellasotherbusinesses,COFCOcontinuouslystrivestoupgradeitsoilandfoodstuffchains,whichincludethoseofoilsandoilseeds,corn,wheat,rice,wine,tomatoes,dairyproducts,meat,barley,tea,chocolateandvariousotherproducts.InlightofChina’seconomicgrowth,returnonshareholders’valueandavailablebusinessresources,COFCOisalsoinvolvedinthedevelopmentofrealestate,hotels,non-grainbio-energy,packaging,financeandotherindustries.Activity3Askthestudentstoworkouttheplaningroups.RemindthestudentsofthebusinessfieldofCOFCO.Askthestudentstointroducetheirideaswithatitle,slogan,meansandreasons.Invite3—4groupstopresenttheirideasinclass.

Listening(听力练习)Task1Introducethistaskbyaskingthestudentswhattheyknowaboutnote-taking.Allowthestudentstimetoreadthechart.Askthestudentstolistentotherecordingonceandtrytocompletethenote.Checktheanswerswiththewholeclass.Inthesecondlistening,thestudentsshouldfillalltheblanks.Checktheanswerswiththewholeclassagain.Askthestudentstoretellthereasonofthedroppingsalesfiguresbyreferringtotheirnotes.Task2Allowthestudentstimetoreadthetask.Theycanpredictsomeanswersbasedontheinformationthey’vegotfromTask1.Playtherecording2timesforthestudentstogetenoughinformationtomakethechoices.Dividethestudentsintoseveralgroups.Askthemtoselectonecharacterintheconversation,andtakenotesabouttheirlinesaccordingtotherecording.Drawstudents’attentiontotheartoflanguage:howtodiscusswithoutcriticizingsomeone.Askthestudentstopresenttheconversationinclassafterafewminutes’practice.

CommunicationProject(商务沟通)Analysisthesampleletterandgooverthestructureofasalesletterwiththeclass.Dividethestudentsintogroupsoffive,withonenote-takerineachgroup.Askthestudentstowritedownthesellingpointsoftheicecreamwhilereadingthee-mail.Invitetwonote-takerstoreporttheresultsofTask1oftheirdiscussion.Askthestudentstodecideaprojectofmicro-blogsaleswiththehelpoftheinstructionsinTask2.AskthestudentstosharetheiropinionsofTask2andlisttheideasthey’vecomeupwithontheboard.Drawasummaryorinvitecomments.Writing(商务写作)Askthestudentstoworkoutthelayoutofthesalesmicroblog:Whomisthemessageto?Whoisthemessagefrom?Whatisthesubjectofthee-mail?Whatistodofortheaudience?Askthestudentstoworkingroupstostudytheexampleofpromotionalmicro-blog.Checkthestudents’workinclassandhaveaclassvoteforthebest.AdditionalMaterialsTipsofwritingpromotionalmicro-blogs:Thelevelofformalityofmicro-bloggingmessagesdependsonthepurposeandaudience.Usewords,shortsentencesinsteadoflong,detailedsentences.Toarouseinterestwithinseveralwords,raisingshortquestionsismorehelpfulthanlongstatements.Mustdos:encouragetheaudiencetoforwardyourmicro-bloggingmessages.Itisoneimportantstepofpromotion.

MoralReflections(补充教学资源)UnitOverview瑞幸咖啡的商业模式

TheBusinessModelbehindLuckin’sExplosiveGrowthFormedin2017,LuckinCoffee,aChinesestartup,challengedStarbucks’20-yearChinesemarketdominance.Crucialtoitsgrowthstrategyisadigitally-ledbusinessmodel,blendinganefficientmobileapplicationandapragmaticstorenetwork.Luckintakesadigitalapproachthatenablescustomerstoorder,pickup,andgo,keepingoperationalcostslowandexpansionrapid.Luckinfurthermarksitsedgethroughaggressivemarketingstrategies.UsersontheLuckinappgettheirfirstcoffeefree,receivevariousdiscountcoupons,andarerewardedforreferrals.Thisunitdelvesintotheworldof“marketingmodes.”We’llexplorehowinnovativestrategiescanrevolutionizetraditionalindustriesandusherinaneweraofconsumerexperience.Q1:WhatdoyouknowaboutLuckin’marketingstrategies?

Q2:Inyouropinion,howdomarketingmodescontributetoacompany’ssuccess?MoralReflectionsChineseEconomicKeywords数字化转型领域合作

cooperationindigitaltransformationDuringthe23rdmeetingoftheCouncilofHeadsofStateoftheShanghaiCooperationOrganization(S