高級商務(wù)英語教案

1、教案課程名稱： 高級綜合商務(wù)英語 授課班級：14級商務(wù)英語本科1,3班 授課教師： 鐘擎 所在部門： 外語系 教 研 室： 商 務(wù) 英 語 學(xué) 期：2017至2018學(xué)年第一學(xué)期廣 東 理 工 學(xué) 院 教 務(wù) 處 制廣東理工學(xué)院教案撰寫說明一、授課時(shí)間：用阿拉伯?dāng)?shù)字書寫。二、授課方式：在相應(yīng)選項(xiàng)前打。三、授課時(shí)數(shù)：用阿拉伯?dāng)?shù)字,如節(jié)。四、授課題目：填寫教學(xué)章節(jié)或主題。五、教學(xué)目的：分掌握、熟悉、了解三個(gè)層次填寫，可根據(jù)實(shí)際需要取舍（建議全部寫明）。六、教學(xué)重點(diǎn)及難點(diǎn)：根據(jù)實(shí)際情況填寫。七、教學(xué)方法及手段：如舉例講解、多媒體講解、模型講解、實(shí)物講解、掛圖講解、音像講解等。八、教學(xué)過程及內(nèi)容：按復(fù)

2、習(xí)、引導(dǎo)、講授新課、鞏固、小結(jié)等步驟進(jìn)行。九、作業(yè)布置：寫明課本或練習(xí)冊的章、節(jié)、頁、題；教師自擬題時(shí)，需寫出題目的內(nèi)容。十、教學(xué)后記：填寫教師通過本次課教學(xué)，有何心得體會及今后改進(jìn)提高的一些設(shè)想。學(xué)期授課計(jì)劃編制說明本學(xué)期大綱要求學(xué)時(shí)數(shù)教學(xué)大綱 （名稱、版本、文號）本學(xué)期教學(xué)周數(shù)本學(xué)期周學(xué)時(shí)數(shù)本學(xué)期使用教材（名稱、主編、版本）高級綜合商務(wù)英語本課程學(xué)期總時(shí)數(shù)其 中講授異動及必要說明事項(xiàng)實(shí)驗(yàn)實(shí)習(xí)（實(shí)訓(xùn)）課復(fù)習(xí)課考核機(jī)動節(jié)假日占用其它學(xué)期授課計(jì)劃表周次章節(jié)名稱及主要內(nèi)容授課節(jié)數(shù)作業(yè)備注132333435363738393103113123周次章節(jié)名稱及主要內(nèi)容授課節(jié)數(shù)作業(yè)備注13314315Pr

3、esentation of course design316Final test3教研室主任（組長）： 系（部）負(fù)責(zé)人： 授課時(shí)間第 7 周 第 1 次課授課時(shí)數(shù)3授課方式（請打）理論課（ ） 討論課（ ） 實(shí)驗(yàn)課（ ） 習(xí)題課（ ） 其 他（ ） 授課題目（教學(xué)章、節(jié)或主題）：Unit 7 Mass Customization-Text A BMW Drives Germany教學(xué)目的、要求（分掌握、熟悉、了解三個(gè)層次）：1 To master key words and expression2 To improve competence of translating and interpr

4、eting教學(xué)重點(diǎn)及難點(diǎn)：1 To learn how to paraphrase in English2 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教學(xué)方法及手段：Situational teaching, Role-play, FCM教學(xué)過程與教學(xué)內(nèi)容：Step 1 Lead-in1. Dictation.2. Study t

5、he two Quotations on page 137. 3.Background Information Introduction- Mass Customization.Step II Case study1 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 throu

6、gh online interaction.Q1. What is “customization”? Do you like My Mueslis 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 h

7、uman 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?教學(xué)過程與教學(xué)內(nèi)容：Q4

8、: In your opinion, what products are more suitable for mass customization?Step III Text analysis - BMW Drives Germany1 Present a brief introduction and structure of the textPara.Main TopicsPara. 1-4BMWs mass customization used as a marketing device and an effective means of injecting flexi

9、bility into BMW.Para. 5-8BMW symbolic of German economy. Para. 9-11Para. 12-18BMWs highly automated Leipzig plant conducive to mass customization.BMWs attempt to handle the key issues of mass customization: workforce flexibility, production capacity expansion, product-line expansion.2. 20

10、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: CDBACAAC3 Paragraphs analysis 1) Analysis of Par

11、t 1 (Para. 1-4)Questions of Part 1:v Q1. Whats the main idea of Part I (Para. 1-4)?v 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 custom

12、er desires and its rhythm of work. v Q2. What does “heavily unionized workforce” mean? What changes have been brought about by the deals BMW struck with its workforce? v 1) A union is a group of workers who have come together to make collective decisions about their work and their working conditions

13、. Heavily unionized workforce means that a relatively high proportion of employees belong to a union.v 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 certai

14、n 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 1v fickle (Para. 3)v adj. charac

15、terized by erratic changeableness or instability, especially with regard to affections or attachmentsv synonym: capricious v example: The company must face the challenge of meeting fickle market demands in a new, uncertain economy.v juggle (Para. 4)v v. to keep (several simultaneous activities) in m

16、otion or progress at one timev example: He is an expertly project manager who can juggle multiple projects and still make progress on each. Sentence Interpretation Of Part 1v 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 yo

17、ur particular car goes into production. (Line 7, Para. 1)v Your BMW dealer will be happy to do a favor by making as many changes as you care to, until a point of termination. v 2. BMW does not break out details of the additional revenue, but given the profit margins on many add-ons, “its like a big

18、dollop of cream on the cake”, says Peter Schmidt, a British-based auto-industry consultant. (Line 6, Para. 2)v BMW does not categorize specific information of the additional revenues generated by its many add-ons, but on the condition of their profit margins, its just like adding a big dollop of cre

19、am onto the cake. 2) Analysis of Part 2 Questions of Para.5-8:v Whats the main idea of Part II (Para. 5-8)? v 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.v Q2: What are internal and exte

20、rnal counter-forces which hinder German economy? v Internal: Little sign of substantive change in the system of labor relations, hindering productivity levelv External: Low-cost competition from Asia and East Europe.Words and expressions:v formidable (Para. 6)v adj. difficult to undertake, surmount,

21、 or defeatv synonym: awesome v 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 fearv upswing (Para. 7)v n. an increase, as in movement or business ac

22、tivityv synonym: surge v 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 ones homew

23、ork” 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 AssignmentAsk Ss to tra

24、nslate the 10 sentences in Ex.2 Blank-filling.作業(yè)布置 preview the part 3 and part 4 and finish the exercises.教學(xué)后記授課時(shí)間第 8 周 第 1 次課授課時(shí)數(shù)3授課方式（請打）理論課（ ） 討論課（ ） 實(shí)驗(yàn)課（ ） 習(xí)題課（ ） 其 他（ ） 授課題目（教學(xué)章、節(jié)或主題）：Unit 7 Mass Customization-Text A BMW Drives Germany教學(xué)目的、要求（分掌握、熟悉、了解三個(gè)層次）：1 To master key words and expression2

25、 To improve competence of translating and interpreting教學(xué)重點(diǎn)及難點(diǎn)：1 To learn how to paraphrase in English2 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教學(xué)方法及手段：Situational teaching, Role-play, FCM教

26、學(xué)過程與教學(xué)內(nèi)容：Step 1 Lead-in1 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&22 Analysis of Part 3 (Para. 9-Para. 11)Questions :v Q1. Whats the main idea of Part III (Para. 9-

27、11)?v BMWs 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. v Q2. What is the striking feature of BMWs highly sophisticated logistics in

28、 Leipzig? v 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 Expressionsdisrupt (Para.11) v. to interrupt or impede the progress, movement, or procedure ofv synonyms: hinder, obs

29、truct v example: Sentences analysis and paraphrase:v The complexity is visible to the naked eye. ( Line 8, Para. 10)v “The naked eye” means “the eye unassisted by an optical instrument, such as a telescope, microscope, or spectacles”. v In the sentence, “visible to the naked eye” means “very easy to

30、 see”. Analysis of Part 4 (Para. 12-Para. 18)Questions about Part 4:v Q1. Whats the main idea about Part IV (Para. 12-18)?v 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. v Q2.

31、What had BMW intended to achieve through the acquisition of Rover? v 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:v canvass (Para. 13) v. to examine carefully or discuss thoroughlyv syno

32、nym: scrutinizev example: The poll canvassed the views of almost eighty economists.v fuel (Para. 18) v. to support or stimulate the activity or existence ofv synonyms: stir, provokev example: The price upswing of crude oil fuels the soaring material cost of textile industry. Sentence Interpretation

33、and paraphrasingv 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 )v Managing BMW at home (in Britain) on a more efficient basis. v 2. But other analysts such as Cardiffs Rhys reckon that BMW can continue to forge ahea

34、d because of the skillful management of its brandname and underlying business. (Line 11, Para. 17)v .think that BMW can continue to make strong progress steadily because of the skillful management of its brand name and core business.Step III ExercisesStep IV Practical teaching section-Debate Advanta

35、ges and disadvantages of Mass Production and Mass CustomizationHold a Debate CompetitionStep V Conclusion 作業(yè)布置Review the text and finish the translation on 11教學(xué)后記授課時(shí)間第 9 周 第 1 次課授課時(shí)數(shù)3授課方式（請打）理論課（ ） 討論課（ ） 實(shí)驗(yàn)課（ ） 習(xí)題課（ ） 其 他（ ） 授課題目（教學(xué)章、節(jié)或主題）：Unit 12 Entrepreneurship -Text A Can Red Wine Help You Live

36、 Forever?教學(xué)目的、要求（分掌握、熟悉、了解三個(gè)層次）：1 To master key words and expression2 To improve competence of translating and interpreting教學(xué)重點(diǎn)及難點(diǎn)：1 To learn how to paraphrase in English2 To learn how to grasp key points in comprehensive reading 3 To simulate the live field to form a similar surroundings to student

37、s to do business affairs教學(xué)方法及手段：Situational teaching, Role-play, FCM教學(xué)過程與教學(xué)內(nèi)容：Step I Lead-in1.Background information introduction2. 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 structure2 Pres

38、ent a brief introduction and structure of the textStructural AnalysisPara.Main TopicsPara. 1-3Introduction to the effect of resveratrol and the company Sirtris. Para. 4-16The process of Sirtris establishment and Westphals working conditions. Para. 17-26The future development of Sirtris and its owner

39、s major concerns.3.Analysis of Part 1 (Para. 1-3)Questions :Q1. Whats the main idea of Part I (Para. 1-3)? This part introduces the three main factors of the text: the productresveratrol, the companySirtris and the entrepreneur Westphal, which consists of the quintessential part of the whole st

40、ory. Q2. What is Sirtris goal? In fact, Sirtris is a lab which focuses on the research of medicines that can boost peoples 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 sp

41、end many years doing the research about the medicines 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；不討人喜歡的 adj. not very at

42、tractive or noticeable example: Despite his unprepossessing appearance, he was very popular with women.in the wake of (Para. 2) 在.后面，緊隨其后 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

43、 of the drought.in somebodys/somethings wakebehind or after someone or somethingexample: The car left clouds of dust in its wake. retard (Para. 4) 妨礙，阻滯，抑制 vt. to delay the development of something, or to make something happen more slowly than expected = slow down example: Cold weather retards

44、the growth of many plants.synonyms: delay, hold up, slow down, obstructSentence 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

45、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) T

46、hree 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

47、 1 (Para. 4-16)Questions :Q1. Whats 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 no

48、t very smooth for him to establish Sirtris, the lab focusing on researches on the new medicine.Q2. In para. 8, the author says “Westphals frenetic personal resembles attention deficit disorder”? What does he mean? The author does not mean Westphal has attention disorder. He implies that Westphal is

49、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 o

50、nly 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: exam

51、ple: He has conjured victories from worse situations than this.synonyms: bewitch, invoke, rouse, contrive, createspearheadto lead an attack or organized action. example: the troops who spearheaded the rescue missionSentence Interpretation and paraphrasing:Westphal isnt your standard-issue CEO. His l

52、ead 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 its probably better described as bandwidth-coming-out-of-the-ears syndrome. (Line 2, Para 8) It is not precise to describe Westphal as havin

53、g attention deficit disorder. His hearing span is very wide and can listen to and deal with different things all at the same time Hes 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 co

54、mpetitors 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作業(yè)布置Recite key words for the dictation and translation教學(xué)后記授課時(shí)間第 10 周 第 1 次課授課時(shí)數(shù)3授課方式（請打）理論課（ ） 討論課（ ） 實(shí)訓(xùn)課（ ） 習(xí)題課（

55、 ） 其 他（ ） 授課題目（教學(xué)章、節(jié)或主題）：Unit 12 Entrepreneurship -Text A Can Red Wine Help You Live Forever?教學(xué)目的、要求（分掌握、熟悉、了解三個(gè)層次）：1 To master key words and expression2 To improve competence of translating and interpreting教學(xué)重點(diǎn)及難點(diǎn)：1 To learn how to paraphrase in English2 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教學(xué)方法及手段：Situational teaching, Role-play, F