高级商务英语教案unit7unit12.docx
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高级商务英语教案unit7unit12.docx
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高级商务英语教案unit7unit12
教
案
课程名称:
高级综合商务英语
授课班级:
14级商务英语本科1,3班
授课教师:
钟擎
所在部门:
外语系
教研室:
商务英语
学期:
2017至2018学年第一学期
广东理工学院教务处制
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2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
教学大纲(名称、版本、文号)
本学期教学周数
本学期周学时数
本学期使用教材(名称、主编、版本)
高级综合商务英语
本课程学期总时数
其中
讲授
异动及必要说明事项
实验
实习(实训)课
复习课
考核
机动
节假日占用
其它
学期授课计划表
周次
章节名称及主要内容
授课节数
作业
备注
1
3
2
3
3
3
4
3
5
3
6
3
7
3
8
3
9
3
10
3
11
3
12
3
周次
章节名称及主要内容
授课节数
作业
备注
13
3
14
3
15
Presentationofcoursedesign
3
16
Finaltest
3
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):
Unit7MassCustomization--TextABMWDrivesGermany
教学目的、要求(分掌握、熟悉、了解三个层次):
1Tomasterkeywordsandexpression
2Toimprovecompetenceoftranslatingandinterpreting
教学重点及难点:
1TolearnhowtoparaphraseinEnglish
2Tolearnhowtograspkeypointsincomprehensivereading
3Tosimulatetheliveconferencetoformasimilarsurroundingstostudentstodointerpretation
教学方法及手段:
Situationalteaching,Role-play,FCM
教学过程与教学内容:
Step1Lead-in
1.Dictation.
2.StudythetwoQuotationsonpage137.
3.BackgroundInformationIntroduction--MassCustomization.
StepIICasestudy
1Awarm-updiscussiononthefourfacesofMassCustomizationandanswerthefollowingquestions.
MyMuesli,themanufacturerofcerealfood,enablestheuserstocustomizeafoodproductthroughonlineinteraction.
Q1.Whatis“customization”?
DoyoulikeMyMuesli’scustomizingitscerealfood?
Whyorwhynot?
However,thecompanyneglectedrobustprocessesofmasscustomization.Wheneverareportoncustomers’favorwaspublished,themanufacturingcapacitywasinsufficient.Forlackofhumanlabormixingmueslifromabout65differentcategoriesofoptionsbyhand,thecompanyhadtoturndownprospectivecustomersbysettingadailyorderlimit.
Q2:
Isthereanysolutiontothisproblem?
Q3:
Whatlessonsofpotentialrisksofcustomizationcanbelearntfromthiscase?
教学过程与教学内容:
Q4:
Inyouropinion,whatproductsaremoresuitableformasscustomization?
StepIIITextanalysis-BMWDrivesGermany
1Presentabriefintroductionandstructureofthetext
Para.
Main Topics
Para. 1-4
BMW’smasscustomizationusedasamarketingdeviceandaneffectivemeansofinjectingflexibilityintoBMW.
Para. 5-8
BMWsymbolicofGermaneconomy.
Para. 9-11
Para.12-18
BMW’shighlyautomatedLeipzigplantconducivetomasscustomization.
BMW’sattempttohandlethekeyissuesofmasscustomization:
workforceflexibility,productioncapacityexpansion,product-lineexpansion.
2.20minutesgiventostudentstopreviewthetextandfinishtheexerciseI–ReadingComprehensiononP144,thenchecktheanswerswithdetailedanalysis.
(Note:
Studentsshouldidentifytherelativeinformationinthetexttoexplaintheirchoice.)
Answers:
CDBACAAC
3Paragraphsanalysis
1)AnalysisofPart1(Para. 1-4)
QuestionsofPart1:
vQ1.What’sthemainideaofPartI(Para.1-4)?
vBMWusedmasscustomizationtopromoteitssalesasahandymarketingdeviceandtoinjectflexibilityintoalmosteveryaspectofthecompany,particularly,manifestedbyitsabilitytocaterforficklecustomerdesiresanditsrhythmofwork.
vQ2.Whatdoes“heavilyunionizedworkforce”mean?
WhatchangeshavebeenbroughtaboutbythedealsBMWstruckwithitsworkforce?
v1)Aunionisagroupofworkerswhohavecometogethertomakecollectivedecisionsabouttheirworkandtheirworkingconditions.Heavilyunionizedworkforcemeansthatarelativelyhighproportionofemployeesbelongtoaunion.
v2)Anumberofchallengescanariseforacompanytomanageaheavilyunionizedworkforce,especiallybecauseoflackofflexibility.Unionworkersoftenworksethours,andtheymusttakeacertainnumberofbreaksduringtheday,nomatterhowheavyorhowlighttheworkload.DealsBMWstruckwithitsworkforceenabledittobringinnewwaysofworkingandmanageitsworkforcemoreorlessinaccordancewithproductiondemands.
WordsandExpressionsOfPart1
vfickle(Para.3)
vadj.characterizedbyerraticchangeablenessorinstability,especiallywithregardtoaffectionsorattachments
vsynonym:
capricious
vexample:
Thecompanymustfacethechallengeofmeetingficklemarketdemandsinanew,uncertaineconomy.
vjuggle(Para.4)
vv.tokeep(severalsimultaneousactivities)inmotionorprogressatonetime
vexample:
Heisanexpertlyprojectmanagerwhocanjugglemultipleprojectsandstillmakeprogressoneach.
SentenceInterpretationOfPart1
v1.YourBMWdealerwillbehappytoobligewithasmanychangesasyoucaretomake,untilacutoffpoint:
sixdaysbeforeyourparticularcargoesintoproduction.(Line7,Para.1)
vYourBMWdealerwillbehappytodoafavorbymakingasmanychangesasyoucareto,untilapointoftermination...
v2.BMWdoesnotbreakoutdetailsoftheadditionalrevenue,butgiventheprofitmarginsonmanyadd-ons,“it’slikeabigdollopofcreamonthecake”,saysPeterSchmidt,aBritish-basedauto-industryconsultant.(Line6,Para.2)
vBMWdoesnotcategorizespecificinformationoftheadditionalrevenuesgeneratedbyitsmanyadd-ons,butontheconditionoftheirprofitmargins,it’sjustlikeaddingabigdollopofcreamontothecake.
2)AnalysisofPart2
QuestionsofPara.5-8:
vWhat’sthemainideaofPartII(Para.5-8)?
vBMWisinsomewayssymbolicofGermaneconomy,whichisresurgentfromeconomicstraitjacketbutstillhinderedbybothinternalandexternalcounter-forces.
vQ2:
Whatareinternalandexternalcounter-forceswhichhinderGermaneconomy?
vInternal:
Littlesignofsubstantivechangeinthesystemoflaborrelations,hinderingproductivitylevel
vExternal:
Low-costcompetitionfromAsiaandEastEurope.
Wordsandexpressions:
vformidable(Para.6)
vadj.difficulttoundertake,surmount,ordefeat
vsynonym:
awesome
vexample:
Astheworkshopofworld,Chinahasbecomeaformidabletradingpowertobereckonedwith,causingothercountriestoviewitsmassivepotentialmarketwithhopeanditscheapproductswithfear
vupswing(Para.7)
vn.anincrease,asinmovementorbusinessactivity
vsynonym:
surge
vexample:
Thereisanupswingofpricesonthestockmarket.
Sentencesanalysisandparaphrase:
1.Facedwithlow-costcompetitionfromAsiaandEasternEurope,hesays,“manyGermanfirmsdidtheirhomework,andnowtheyarebenefitingfromit.”(Line1,Para.8)
“Doone’shomework”isanidiomaticexpressionwhichmeans“tostudyasubjectorsituationcarefullysothatoneknowsalotaboutitandcandealwithitsuccessfully.
4.5minutesgiventostudentstosumupthemainideaofPart1&Part2accordingtotheirownunderstanding.
StepIVAssignment
AskSstotranslatethe10sentencesinEx.2Blank-filling.
作业布置
previewthepart3andpart4andfinishtheexercises.
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):
Unit7MassCustomization--TextABMWDrivesGermany
教学目的、要求(分掌握、熟悉、了解三个层次):
1Tomasterkeywordsandexpression
2Toimprovecompetenceoftranslatingandinterpreting
教学重点及难点:
1TolearnhowtoparaphraseinEnglish
2Tolearnhowtograspkeypointsincomprehensivereading
3Tosimulatethelivefieldtoformasimilarsurroundingstostudentstodobusinessaffairs
教学方法及手段:
Situationalteaching,Role-play,FCM
教学过程与教学内容:
Step1Lead-in
1ReviewthemainpointsthatSslearnedlastweek.
2Ss’Presentation.
StepIITextanalysis–mainlyaboutAnalysisofPart3andPart4.
1ReviewwordsandexpressionsinPart1&2
2AnalysisofPart3(Para.9-Para.11)
Questions:
vQ1.What’sthemainideaofPartIII(Para.9-11)?
vBMW’shighlyautomatedassemblyline,sophisticatedlogisticsandeffectivecommunicationwithkeysuppliersinLeipzigplantenableBMWtomanufacturecustomizedcarswithimpressivelyhighefficiencyandreliability.
vQ2.WhatisthestrikingfeatureofBMW’shighlysophisticatedlogisticsinLeipzig?
vOnahighlyautomatedassemblyline,workersstationedatregularintervalsreachbackforcomponentsinwirebasketsrigorouslysortedintotherightsequence.
WordsandExpressions
disrupt(Para.11)v.tointerruptorimpedetheprogress,movement,orprocedureof
vsynonyms:
hinder,obstruct
vexample:
Sentencesanalysisandparaphrase:
vThecomplexityisvisibletothenakedeye.(Line8,Para.10)
v“Thenakedeye”means“theeyeunassistedbyanopticalinstrument,suchasatelescope,microscope,orspectacles”.
vInthesentence,“visibletothenakedeye”means“veryeasytosee”.
AnalysisofPart4(Para.12-Para.18)
QuestionsaboutPart4:
vQ1.What’sthemainideaaboutPartIV(Para.12-18)?
vToachieveabalancebetweenrevenuesandcosts,BMWisstrivingtoinjectflexibilityintoitsworkforce,expanditsproductioncapacityanddiversifyitsproduct-line.
vQ2.WhathadBMWintendedtoachievethroughtheacquisitionofRover?
vBMWhadintendedtoachieveagoalofturningthecompanyintoatwo-brandcompany,oneforthemassmarketandoneforapremiumbrand.
WordsandExpressions:
vcanvass(Para.13)v.to
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