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1、商务英语高级阅读-课程教学大纲商务英语 高级 阅读课程教学大纲一、课程基本信息 课程代码：18360703 课程名称：商务英语高级阅读 英文名称：Advanced Reading of Business English课程类别：留学生必修课、商务英语本科生必修课 学时：48 学分：3 适用对象: 留学生、本科生 考核方式：考试 先修课程：商务英语中级阅读 二、课程简介 高级商务英语阅读是我校商务英语方向本科生和留学生的一门基础课程，国际商务英语有其自身特点和基本要求。本课程主要力求使学生进一步打好语言基础，了解更多商务背景，学会在常见商务场景如 Meeting、Business Negotia
2、tion、Report、Presentation 的口语表达，通过学习将能够在不同的商务场合中可以就常见的商业话题和生活话题进行地道、流畅地沟通。了解商务写作规则，能写出简洁、规范的商务文体,如:商务沟通提高语言理解和运用商务英语语言的实力。要求学生了解和驾驭商务英语方面的相关学问 驾驭文章中出现的词语和专业术语 能顺当阅读并正确理解国际商务活动题材、语言难度中等及以上的文章。三、课程性质与教学目的 课程性质：本课程教学内容主要包括：经济、经济全球化及其引发的经营和管理理念的改变、战略管理、国际贸易、电子商务、金融、世界贸易组织、合资企业、法律法规、市场营销、人力公关、商务文化等。通过学习有关
3、商务活动的语言材料，学生可以熟识和驾驭当代商务理念和国际商务惯例，了解英语国家的社会和商业文化。课程目的：1. 通过学习有关商务活动的语言材料，培育学生驾驭阅读和理解商务英语文章的基本获得商务信息的基本实力，为进一步学习后续的商务英语课程，毕业后成为适应社会须要的应用型涉外商务工作者打下坚实的基础。2. 通过学习有关商务活动的好用语言材料，学生可以熟识主要的英语文章类型提高阅读商务文章的实力。3. 课程 思政 元素：在授课过程中，引导学生了解中国国内的经济发呈现况，了解国内经济政策，引导学生正确相识中国在国际贸易中起到的主动作用。坚持对外开放的基本国策，把引进来’和走出去&rsqu
4、o;更好地结合起来。同时， 引导学生全面客观相识当代中国、看待外部世界，擅长在批判鉴别中明辨是非。在了解英语国家的社会和商业文化的同时，学习和驾驭中国传统文化中的思想精华，坚持和发展中国特色社会主义、建设社会主义现代化强国。四、教学内容及要求 Orientation ：the business, tax, and financial environments （一）目的与要求 1Learning the four basic forms of business organizations 2Discussing the different characteristics of each bus
5、iness and their advantages/disadvantages3思政元素：本部分介绍了四种基本的商业组织形式，并探讨了各种形式的优缺点，讲解时可以将其主要内容与我国国情相结合，分析国内各商业组织形式占比的合理性，培育学生对建设高质量中国经济的敏锐度。(When introducing four basic forms of business organization and discussing the advantages and disadvantages of each form, lecturer should connect them with China&rsqu
6、o;s national conditions during the class and analyze the rationality of the proportion of domestic business organization forms to cultivate students’acuity to the construction of high-quality Chinese economy.) （二）教学内容 1主要内容(1) Four basic forms of business organizations: Sole proprietorships (o
7、ne owner) Partnerships (general and limited) Corporations Limited liability companies (LLCs) (2) The different characteristics of each business and their advantages/disadvantages:Advantages: Owned by one person (100% profit, easy to operate, make all decisions, more fast reactions to outside changes
8、, flexible) Owner has unlimited liability for all debts incurred (what does that mean?) Tax efficient: add profits/ deduct losses from business Very easy to create (usually) Disadvantages:Unlimited liability (all responsibilities) Difficult to raise capital Certain tax disadvantages (Fringe benefits
9、: medical coverage, group insurance) Difficult to transfer the ownership Hard to scale Lack resources 2+ owners. All owners have unlimited liability (unless they are limited partners) If someone is a limited partner what does that mean? It means if the business fails, they only lose what they invest
10、ed. They are investors only (shareholder) and do not help operate the business. No double taxations Raise a greater amount of capital than sole trader (3)Limited liability and unlimited liability 2基本概念和学问点 Sole proprietorships (one owner) Partnerships (general and limited) Corporations Limited liabi
11、lity companies (LLCs)Limited liability and unlimited liability double taxations 3问题与应用（实力要求）(1) What are the definitions of Four basic forms of business organizations?(2) What are the differences of limited liability and unlimited liability? （三）思索与实践1.Discuss the different characteristics of each bu
12、siness and their advantages/disadvantages. （四）教学方法与手段 介绍本章教学主要采纳的方法和手段为课堂讲授、多媒体教学、网络协助教学、分组探讨、课堂探讨等。Topic One: Marketing 1 Blue ocean strategy (一) 目的与要求 1. Reading business article about marketing strategy2. Knowing some business knowledge about marketing 3. Understanding the differences between Red
13、 Ocean and Blue Ocean strategy 4. 思政元素：本部分介绍营销策略，相关的商业学问以及红海战略和蓝海战略区分，讲解时可以将其主要内容与我国的市场营销策略进行比较，进而引导学生了解我国的市场营销策略的特征；引导学生加强对学问营销、网络营销和绿色营销的重视。This part introduces marketing strategy, business knowledge about marketing and the differences between Red Ocean and Blue Ocean strategy. During this lesson,
14、 the information above can be compared with Chinese marketing strategy, so as to guide students to understand the characteristic of Chinese marketing strategy. Lecturer should guide students to pay attention on knowledge marketing, network marketing and green marketing.(二) 教学内容(1) 主要内容 Blue and Red
15、oceans A Snapshot of Blue Ocean Creation The Paradox of Strategy Toward Blue Ocean Strategy The Defining Characteristics Barriers to Imitation The Simultaneous Pursuit of Differentiation and Low Cost A Consistent Pattern(2) 基本概念和学问点(3) 问题与应用（实力要求）Red Ocean Versus Blue Ocean StrategyThe imperatives f
16、or red ocean and blue ocean strategy are starkly different. Red ocean strategy Compete in existing market space. Beat the competition. Exploit existing demand. Make the value/cost trad-off. Align the whole system of a company’s activities with its strategic choice of differentiation or low cos
17、t. Blue ocean strategyCreate uncontested market space. Make the competition irrelevant. Create and capture new demand. Break the value/cost trade-of. Align the whole system of a company ’ s activities in pursuit of differentiation and low cost.4. 问题与应用（实力要求）(1) What motivated you to write an e
18、xpanded edition of blue ocean strategy? (2) What is new about the new edition of blue ocean strategy? (3) How does blue ocean strategy fundamentally differ from red ocean strategy? (三) 思索与实践1. What makes blue ocean strategy imperative in today’s business climate? 2.Are you saying red ocean str
19、ategy is no longer useful? (四) 教学方法与手段 介绍本章教学主要采纳的方法和手段为课堂讲授、多媒体教学、网络协助教学、分组探讨、课堂探讨等。Topic One: Marketing 2 The Real Truth about Beauty: A Global Report (一) 目的与要求 1. Reading business article about marketing strategy 2. Knowing some business knowledge about marketing 3. 思政元素：本部分涉及营销策略的阅读以及市场营销学问的涉略，讲
20、解时引导学生了解我国的实体经济的建设，让学生明白实体经济是我国经济发展、在国际经济竞争中赢得主动的根基。This part involves the information about marketing strategies and business knowledge about marketing. During this lesson, by introducing the constructions of China’s substantial economy, lectures can guide students to understand that the subs
21、tantial economy is the foundation of China’s economic development and it plays an essential role in winning initiative in the international economic competition. (二) 教学内容 1.主要内容About the study Foreword by Sylvia Lagnado-Global Brand Director, Dove Foreword by DR.Nancy Etcoff-Harvard university
22、Forward by DR. Susie Orbach-The London school of economics Study methodology Women’s relationship to their own beauty Perceptions of how beauty is Portrayed in popular culture What make women feel beautiful? Beauty, physical attractiveness and the role of grooming and cosmetic surgery. Telling
23、 the real truth about beauty. What women want: the media and truth talking about beauty Conclusion and implications. 2. 基本概念和学问点What is marketing Marketers job is dealing with customers.Marketing is the delivery of customer satisfaction at a profit.Two goals of marketing: attracting new customer; ke
24、eping current customer.Marketing is the most important job in an organization.Marketing definedMarketing is not only selling and advertising.The old sense of marketing is telling and selling; at the present, the only way to do the marketing is satisfying customer needs.A detailed definition: A socia
25、l and managerial process whereby individuals and group obtain what they need and want through creating and exchanging products and value with others.Several important concepts in the definition(1) Needs, wants, and demands.Needs: the basic human requirement.Want: the form taken by a human need as sh
26、aped by culture and individual personality.Demands: human wants that are backed by buying power(2) Products and servicesProducts: Anything that can be offered to market for attention, acquisition, use, or consumption that might satisfy a want or need.Products include physical objects, services, pers
27、ons, places, organizations, and ideas.Products can be referred as satisfier, resource, or marketing offer. (3) Value, satisfaction, qualityCustomer value: The difference between the values the customer gains from owning and using a product and the costs of obtaining the product.Customer satisfaction
28、: The extent to which a product’s perceived performance matches a buyer’s expectation.Quality: The totality of features and characteristic of a product or service that bear on its ability to satisfy customer needs.(4) Exchange, Transactions, and RelationshipsExchange: the act of obtaining a desired object from someone by offering something in return.Transaction: A trade between two parties that involves at least two things of value, agreed-upon conditions, a time of a.