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1、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 制精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 1 页，共 20 页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、
2、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、稳固、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良提高的一些设想。精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 2 页，共 20 页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
3、明事项实验实习实训课复习课考核机动节假日占用其它精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 3 页，共 20 页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 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 4 页，共 20 页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
4、组长：系部 负责人：精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 5 页，共 20 页授课时间第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：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 T
5、o 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 Quot
6、ations 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 onlin
7、e interaction. Q1. What is “customization”? Do you like MyMuesli s 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 human la
8、bor 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? 精选学习资料 - - - - - -
9、 - - - 名师归纳总结 - - - - - - -第 6 页，共 20 页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 TopicsPara. 1-4BMW s mass customization used as a marketing devi
10、ce 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
11、 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: CDBA
12、CAAC 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
13、 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
14、 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 wor
15、k 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. 精选学习资料 - - - - - - - -
16、 - 名师归纳总结 - - - - - - -第 7 页，共 20 页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
17、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
18、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
19、 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-o
20、ns, but on the condition of their profit margins, its just like adding a big dollop of cream onto the cake. 2)Analysis of Part 2 Questions of Para.5-8: ?Whats 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 sti
21、ll 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 Europ
22、e. 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 8 页，共 20 页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
23、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 A
24、sia and Eastern Europe, he says, “many German firms did their homework, and now they are benefiting from it.” (Line 1, Para. 8) “Do ones 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.
25、 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. 教学后记精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第
26、9 页，共 20 页授课时间第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：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 gra
27、sp 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 main
28、ly 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 Le
29、ipzig plant enable BMW to manufacture customized cars with impressively high efficiency and reliability. ?Q2. What is the striking feature of BMWs highly sophisticated logistics in Leipzig? ?On a highly automated assembly line, workers stationed at regular intervals reach back for components in wire
30、 baskets rigorously sorted into the right sequence. 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 10 页，共 20 页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 complex
31、ity 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 tothe naked eye” means “very easy to see”. Analysis of Part 4 (Para. 12-Para. 18) Questions about Par
32、t 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?
33、 ?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 ei
34、ghty 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. 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 11 页，共 20 页Sentence Interpretation and paraphr
35、asing ?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 Cardiffs Rhys reckon that BMW can continue to forge ahead because of
36、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 disa
37、dvantages 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 教学后记精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 12 页，共 20 页授课时间第9 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：Unit 12 Entrepreneurship -Text A
38、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 sim
39、ilar 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 tex
40、t and outline the structure 2 Present a brief introduction and structure of the text Structural AnalysisPara. Main Topics Para. 1-3 Introduction to the effect of resveratrol and the company Sirtris. Para. 4-16 The process of Sirtris establishment and Westphals working conditions. Para. 17-26 The fut
41、ure development of Sirtris and its owners major concerns.精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 13 页，共 20 页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 productresveratrol, the company
42、Sirtris and the entrepreneur Westphal, which consists of the quintessential part of the whole story.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 e
43、asy for Sirtris to develop such kind of medicines? No. For all that to happen, Sirtris must spend 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
44、riverboat gambler. Words and expressions: unprepossessing (Para.2)不吸引人的；不讨人喜欢的adj. not very attractive or noticeableexample: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 even
45、t, it happens afterwards and usually as a result of it.example:Famine followed in the wake of the drought. in somebody s/somethings wakebehind or after someone or something example: The car left clouds of dust in its wake.retard (Para. 4) 阻碍，阻滞，抑制vt. to delay the development of something, or to make
46、 something happen more slowly than expected = slow downexample:Cold weather retards the growth of many plants. synonyms: delay, hold up, slow down, obstruct Sentence Interpretation and paraphrasing: 精选学习资料 - - - - - - - - - 名师归纳总结 - - - - - - -第 14 页，共 20 页Few medical discoveries have generated so m
47、uch 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
48、 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)Three years ago, one person with such kind of contradictory characteristics walked into the Harvard lab. It was him who started advertising resveratrol and ma
49、de 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 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 l
50、ed 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 re