天津天狮学院课程教案
2010 ~ 2011 学年 第二学期
二 教 课
级 研 程

院 室
商 务 学 院 大学英语本科 商务英语读写
2008 级市场营销 3-5 班


年级、专业、班级 主 职 使 讲 称 / 用 教 职 教 师 务 材
刘 讲
娜 师
《体验商务英语综合教程
  3》
《商务英语读写》课程教案
授课题目(教学章、节或主题) : 课时安排 授课时间 2 学时 第一周
Unit 1
Globalization
教学目的和要求(分掌握、熟悉、了解三个层次) :
  1.掌握:vocabulary of globalization;useful language on managing telephone calls
  2.熟悉:be familiar with different views on globalization;
  3.了解:get to know the background of Boeing company 教学内容(包括基本内容、重点、难点) :
  1.基本内容:Starting up activity;Vocabulary; Reading
  2.重点:Reading: Going global and Phone rage
  3.难点:Vocabulary on globalization 讲课进程和时间分配: Step 1 Starting up: (15 minutes)
  1) Students are asked to figure out the meaning of the quotation. Then someone is asked to present his answer.
  2) Divide the students into groups of 4 to discuss the 4 questions. Step 2 Vocabulary: task A, B (10 minutes)

  1) Have the students do the exercise in pairs. (dictionary using allowed)
  2) check the answers with the whole class Step 3 Reading: Going global and Phone rage (40 minutes)
  1) Discuss the question in task A briefly with the whole class.
  2) Have the students do exercise C in the first reading and exercise B in the second reading
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  3) check the answers with the whole class Step 4 Language review: Comparing (10 minutes)
  1) Briefly elicit some examples from every business life where comparing might be necessary, e.g. figures; products.
  2) students are required to do the task A
  3) Check the answer with all the students. Step 5 Case study (25 minutes)
  1) Ask students to think about what possible problems a large clothing company might have in these areas.
  2) Elicit suggestions from the whole class and write them on the board.
讨论、思考题、作业:
  1. Memorizing the useful vocabulary in this unit;
  2. preview unit 2 参考资料(含参考书、文献等) :
  1. Success with BEC(preliminary); ;
  2. on-line materials
授课类型(请打√) :理论课√ 教学方式(请打√) :传统讲授√ 教学资源(请打√) :多媒体√
讨论课□
实验课□
练习课□ 指导□ 音像□
其他□ 其他□ 其他□
双语□ 讨论□ 模型□ 实物□
示教□ 挂图□
填表说明:每项页面大小可自行添减。
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《商务英语读写》课程教案
授课题目(教学章、节或主题) : 课时安排 授课时间 2 学时 第二周
Unit 2
Brands
教学目的和要求(分掌握、熟悉、了解三个层次) :
  1.掌握:master the vocabulary of talking about brands;useful language in taking part in meetings
  2.熟悉:be familiar with past simple and simple perfect
  3.了解:get to know some famous brands 教学内容(包括基本内容、重点、难点) :
  1.基本内容:Starting up activity;Vocabulary; Reading
  2.重点:Reading: Fashion piracy
  3.难点:Case Study 讲课进程和时间分配: Step 1 Check on the answers of last-week assignments (10 minutes) Step 2 Starting up:
  1) Ask students, working individually, to make a list of their five favorite brand.
  2) Ask students to discuss the advantages of branded goods for the manufacturer and the consumer (5 minutes)
  3) Do exercise C Step 3 Vocabulary (20 minutes)
  1) Students are given 15 to finish the exercises of task A &B
  2) Ask few students to present their answers.
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  3) Give explanations to some difficult terms. Step 4 Reading: (15 minutes) Questions for discussion: How can manufacturers protect their brands from piracy?
  1) Read the article and do exercise B.
  2) Have the students do exercise C and D Step 5 Language review: past simple and present perfect (10 minutes)

  1) Students are supposed to finish task A Step 6 Additional reading material?What’s that smell? 讨论、思考题、作业:
  1. memorizing the useful expression in talking about brands
  2. Read the first case in discussion
  3. preview unit 3 参考资料(含参考书、文献等) :
  1. Success with BEC(preliminary); ;
  2. on-line materials
授课类型(请打√) :理论课√ 教学方式(请打√) :传统讲授√ 教学资源(请打√) :多媒体√
讨论课□
实验课□
练习课□ 指导□ 音像□
其他□ 其他□ 其他□
双语□ 讨论□ 模型□ 实物□
示教□ 挂图□
填表说明:每项页面大小可自行添减。
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《商务英语读写》课程教案
授课题目(教学章、节或主题) : 课时安排 授课时间 2 学时 第三周
Unit 3
Travel
教学目的和要求(分掌握、熟悉、了解三个层次) :
  1.掌握:terms irritating travelers when flying; sills of making arrangements on the telephone
  2.熟悉:Language review: the usage of “will”
  3.了解:background of Emirates 教学内容(包括基本内容、重点、难点) :
  1.基本内容:Starting up activity;Reading; language review
  2.重点:Reading: Free Flight offer
  3.难点:Reading : Passengers Behaving Badly 讲课进程和时间分配: Step 1 Check on the answers of last-week assignments (10 minutes) Step 2 Starting up: (10 minutes)
  1) give explanation to the quote
  2) introduction on Anne Morrow Lindbergh Born: 6/22/1906 Birthplace: Englewood, New Jersey Died: Passumpsic, Vermont, 2/7/2001 Known in her own right as a writer, she was also co-pilot and navigator for her husband, Charles Lindbergh. The couple met when Anne’s father was ambassador
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to Mexico when Lindbergh came to visit and took the family on sight-seeing flights. Under her husband’s tutelage, Anne earned her pilot’s license in 19
  31.
  3) Have the students do exercise B and C British English petrol lorry car park holiday taxi luggage return tube steward/stewardess motorway queue timetable Step 3 Reading: Free flight offer
  1) Background of Emirates Airline Emirates Airline: Dubai(迪拜)based Emirates Airline is one of the fastest growing airlines in the world and has received more than 300 international awards for excellence since its launch in 19
  85. Emirates now takes you to more than 80 destinations in Europe, the Middle East, the Far East, Africa, Asia, Australasia and North America.
  2) New words incentive n. sth that encourages a person to work harder, produce more or spend
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American English gasoline truck parking lot vacation cab baggage round trip subway flight attendant freeway line schedule
more money voucher n. a printed piece of paper that can be used instead of money to pay for sth, or that allows one to pay less than the usual price
  3) Get students do exercise of task A Step 4 Reading: Passengers behaving badly New Words
  1. abusive a. rude, offensive and insulting
  2. verbal a. relating to or in the form of words
  3. assault n. a violent verbal or physical attack
  4. frustrate v. cause (someone) to feel dissatisfied or unfulfilled
  5. storm v. move angrily or forcefully in a specified direction
  6. compel v. force or oblige to do something
  7. adrenaline n. 肾上腺素
  8. cramped a. uncomfortably small or crowded
  9. let rip: to speak or behave violently or emotionally or without restraint
  10. septuagenarian n. a person who is between 70 and 79 years old
  11. down to: be attributable to (a factor); be the responsibility of
  1) Skim and scan the article to find two examples of passengers behaving badly
  1. A business shot out the front tyres of a plane on the runway.
  2. A 70-year-old hit a steward because there was no more steak.
  2) Check the answers
填表说明:每项页面大小可自行添减。
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《商务英语读写》课程教案
授课题目(教学章、节或主题) : 课时安排 授课时间 2 学时 第四周
Unit 4 Advertising
教学目的和要求(分掌握、熟悉、了解三个层次) :
  1.掌握:To enable Ss to know about advertisements, To know what factors a successful ad contains
  2.熟悉:To familiarize Ss with vocabulary concerning advertising media and methods
  3.了解:To understand outdoor advertisements
教学内容(包括基本内容、重点、难点) :
  1.基本内容:Starting up:Favorite advertisements, Vocabulary:Advertising media and methods, Reading:Outdoor advertising
  2.重点:Vocabulary
  3.难点:Reading
讲课进程和时间分配: Step 1 Check on the answers of last-week assignments (15 minutes) Step 2 Quotation: Advertising is the greatest art form of the twentieth century.” Marshall McLuhan (马歇尔?麦克卢汉) (1911?19
  80), Canadian author, educator, & philosopher : Canadian academic and commentator on communications technology, who developed theories about the role of the electronic media in mass popular culture. He is best-known for the studies institutionalized as the University of Toronto’s Center for Culture and Technology, where he was director from 19
  63.
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McLuhan’s works include UNDERSTANDING MEDIA (19
  64) and MEDIUM IS THE MESSAGE (19
  67), in which he argued that the form of media has more significant effect on society and knowledge than the contents carried. McLuhan prophesied(预言) that printed books would become obsolete, killed off by television and other electronic information technology. Step 3 Definitions of Advertising ? ? Advertising is promoting a product, service, brand or store. ADVERTISING is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns. ? Advertising is defined in Webster’s dictionary “as the action of calling something to the attention of the public especially by paid announcements, to call public attention by emphasizing desirable qualities so as to arouse a desire to buy or patronize: promote.” Step 4 Types of Advertising ? Informational advertising describes a product’s objective
characteristics?price, features, uses, etc. ? Persuasive advertising - designed to shift consumers’ tastes ? “Drink this beer and women will find you irresistible.” “ Drive this red sports car and men will love you.” Step 5 Methods of advertising To reach the consumer, advertisers employ a wide variety of media The most popular media. media, as measured by the amount of ad spending, are television newspapers direct television, newspapers,
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mail, radio, Pages, magazines, Internet, advertising, mail radio Yellow Pages magazines the Internet outdoor advertising and a variety of other media, including transit ads novelties and point-of-purchase displays ads, novelties, point-ofdisplays. Generally, newspapers are the most popular advertising medium, followed by television, magazines, radio, and outdoor advertising. Step 6 Discussion on the four ads Step 7 Vocabulary : Exercise B ADVERTISING ADVERTISING Media radio directories exhibition press mailshots public transport billboards/hoardings posters word-of-mouth cinema leaflets television Step 8 Reading
  1) Exercise A, C and D Methods jingles commercials point-of-sale endorsement slogans sponsorship free samples Verbs persuade run target publicise promote place launch research sponsor publicise
讨论、思考题、作业:
  1. review on the vocabulary
- 11 -

  2. preview unit 5
参考资料(含参考书、文献等) :
  1. Success with BEC(preliminary); ; on-line materials 授课类型(请打√) :理论课√ 教学方式(请打√) :传统讲授√ 教学资源(请打√) :多媒体√ 讨论课□ 实验课□ 练习课□ 指导□ 音像□ 其他□ 其他□ 其他□
双语□ 讨论□ 模型□ 实物□
示教□ 挂图□
填表说明:每项页面大小可自行添减。
- 12 -
《商务英语读写》课程教案
授课题目(教学章、节或主题) : 课时安排 授课时间 2 学时 第五周
Unit 5
Employment
教学目的和要求(分掌握、熟悉、了解三个层次) :
  1. 掌握:Master the words or expressions related to employment
  2.熟悉:Language review: past simple and past continuous
  3.了解:Get to know ways to encourage new ideas 教学内容(包括基本内容、重点、难点) :
  1.基本内容:Starting up activity;Vocabulary; Reading
  2.重点:Reading: Great ideas
  3.难点:Case Study 讲课进程和时间分配: Step 1 Check on the answers of last-week assignments (10 minutes) Step 2 Starting up: (5 minutes)
  1) Have some students to tell the meaning of each statement in task A
  2) Discussion: What should company do to encourage new ideas. Step 3 Vocabulary: task A,B & C(20 minutes)
  1) Tell students to do the exercise in pairs.
  2) Go through the exercise with the whole class.
  3) Get students do exercise of task B
  4) Get students fill the blanks in task C Step 4 Reading: task B(10 minutes) divide the students into groups of 3
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complete the chart in exercise B Notes: sour stomach 胸口作呕 mail order 邮购 top up card(电话卡)包月的
Step 5 Language review: Past simple and past continuous (15 minutes)
  1) task A : complete the chart Notes: post-it 告示贴 Step 6 Case study (25 minutes) 讨论、思考题、作业:
  1. Writing task on P41
  2. Skills:
 

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