高级商务英语教学导案-unit7-unit12

高级商务英语教案-unit7-unit12
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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
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及
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要
说
明
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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 Presentation of course design 3
16 Final test 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
理论课（√）讨论课（）实验课（）习题课（√）其他（）（请打√）
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 cu stomers’ 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
理论课（√）讨论课（）实验课（√）习题课（）其他（）（请打√）
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
理论课（√）讨论课（）实验课（）习题课（）其他（√）（请打√）
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. 1-3 Introduction to the effect of resveratrol and the company Sirtris.
Para. 4-16 The process of Sirtris’ establishment and Westphal’s working conditions.
Para. 17-26 The 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. Wha t 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?
N o. 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
adj.not very attractive or noticeable
example:
Despite his unprepossessing appearance, he was very popular with women.
in the wake of (Para. 2) 在….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
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 rad ically 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 activitie s 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
理论课（√）讨论课（）实训课（√）习题课（）其他（√）（请打√）
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 in/with
example: Small animals can get entangled in the net.
2. to involve someone in an argument, a relationship, or a situation that is difficult to escape from entangle somebody in something
example: fears that the US could get entangled in another war
synonyms: entrap, tangle, trap, involve
sober (Para. 26)adj. 1.serious, and thinking or making you think carefully about things: example:
a sober, hard-working young man
a sober reminder of the difficulties we face
2. plain and not at all brightly colored:
a sober grey suit
synonyms: clear-minded, rational, realistic, restrained, sedate, severe
教学过程与教学内容：
Sentences analysis and paraphrase:
1. But those who reach into pharma’s deep pockets tend to get entangled in its bureaucratic strings. (Line 6, Para. 24)
But those who are engaged in pharma will soon find it not easy to do this business as they are always obsessed with the bureaucratic rules and practices within the industry.
2. Thus, the dream is likely to be realized within, at most, a few decades. The question is when, not if. (Line 8, Para.26)
Therefor e, Westphal’s dream of slowing down human being’s aging process will probably be realized in scores of years. It’s only a matter of time, as he has made up his mind.
Step III Exercises
1 Ex.1 Reading comprehension.
2 Ex2 Blank-filling
3 Ex.3 Paraphrasing
Rewriting and Sentence Transformation
4 Ex.4 Translation
Step IV Practical teaching section--- Debate
1) Starting your own business is the best way to actualize your value.
•Affirmative: to actualize yourself, you need to start your own business.
•Negative: not everybody is born for an entrepreneur. It all depends.
Brainstorm convincing thoughts in favor of your team.
2) An entrepreneur should be a perfectionist.
Brainstorm persuasive thoughts for affirmative and negative sides.
Affirmative and sides:
•Perfectionism enables entrepreneurs to think in details.
•Perfectionism enables entrepreneurs to make wholesome and considerate plans.
•Perfectionists aims at pursuing the preciseness and accuracy.
•Perfectionist can always detect problems and attempt to solve them.
Negative sides:.
•Perfectionism is nothing more than fear of failure.
•Being a perfectionist is the best way in the entire world to get absolutely nothing done.
•Perfectionism is a theoretical construct that doesn’t exist in reality
•Perfectionism stops us from taking chances
Step V Conclusion
作业布置Ask Ss to record a video about the debate that they will get prepared for
教学后记。