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1、跨境电商基础（英）课程教学大纲一课程基本信息课程代码：16060702课程名称：跨境电商基础（英）英文名称：Fundamentals to Cross-border Ecommerce课程类别：专业选修课学 时：32学分：2适用对象：商务英语专业、英语专业（国际商务管理方向）考核方式：考查、开卷案例分析或产品调研报告先修课程：国际商法（英）、当代商学概论（英）二、课程简介跨境电商作为推动经济一体化，贸易全球化的重要途径具有非常重要的战略意 义。高校担负着培养跨境电商人才的责任，高校培养的人才不仅应当具备知识和技能, 还应当具备良好的思想，品德和社会公德和职业道德，应当具备与全世界交流的大国 自
2、信。跨境电商基础（英）这门课程是基于互联网和电子商务背景，涉及到外贸必 须的外语和外贸技巧和能力，同时这些专业能力和技巧采用讲述辅以典型实战案例， 采用案例分析、情景演练和互动模式，学生在教师引导下进行网上操作和亲身体验， 力求学习课堂与工作岗位实现无缝对接。本课程开办的目的是使即将进入外贸职业岗位的毕业生了解跨境电商的基本概 念、趋势，针对岗位的能力和素质需求，切实掌握跨境电商找客户、让客户找上门、 将客户询盘最大限度地转化为订单，同时通过主流商务平台了解收费平台的使用，学 会在网商外贸过程中进行国际在线支付，以及提高风险意义和风险控制能力等跨境电 商方法和技巧，缩短毕业生进入相关职业岗位的
3、“不适期”。As an important way to promote economic integration and trade globalization, the course of Cross-Border E-Commerce has strategic significance. Colleges and universities bear the responsibility of cultivating cross-border e-commerce talents. The talents should not only obtain knowledge and skil
4、ls, but also empower themselves with morals, social ethics, professional ethics, and possess the confidence of a big country to communicate with the world.This course, Fundamentals to Cross-border Ecommerce （English） is based on the Internet and e-commerce background. It involves the foreign languag
5、e and foreign tradeUnit 7: Legal IssuesI Teaching Objectives:1. To understand the legal risks and challenges2. To grasp some important legal terms: consumer privacy, intellectual property, taxationIL Contents:Part I: Understanding Cross-border E-commerceA. More benefits and new responsibilities-new
6、cross-border E-commerce RegulationsB. Resolve Amazon Copyright Infringement CasesPart II: Business CommunicationPart III: Practical Writing: How to Write effective Business ContractsPart IV: Intercultral Reflection: E-commerce and Brand Protection: a two-way streetIII .After-class exercises:Find a b
7、usiness contract sample and analyze the linguistic characteristicsExercises in Part II, III & IVIV . Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students group presentations, case studyUnit 8: From Cross-border E-commerce to New RetailI Teaching O
8、bjectives:1. To review the features of Cross-border E-commerce2. To understand new trends and new retail3. To grasp the basic terms of new retail11. Contents:Part I:Understanding Cross-border E-commerceA. Cross-border E-commerce Pilot ZonesB. New Retail Model Goes Beyond E-commercePart II: Business
9、CommunicationPart III: Practical Writing: How to Write a PEST Analysis from scratchPart IV: Intercultral Reflection: Personalized MeichandizingIII .After-class exercises:Exercises in Part II, III & IVIV . Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A
10、, students group presentations, case study五、各教学环节学时分配教学环节教学时课程内讲课学生课堂展示 与 实操小计Orientation22Unit 1 Product SelectionPart 1 & 2112Unit 1 Product SelectionPart 3 & 4112Unit 2 Online Marketing Part 1 &2112Unit 2 Online Marketing Part 3 &4112Unit 3 Customer Relationship Part 1 &2112Unit 3 Customer Relati
11、onship Part 3 &4112Unit 4 Online PaymentPart 1 &2112Unit 4 Online Payment Part 3 & 4112Unit 5 LogisticsPart 1 &2112Unit 5 Logistics Part 3 &4112Unit 6 E-commerce ManagementPart 1 & 222Unit 6 E-commerce ManagementPart 3 & 422Unit 7 Legal Issues Unit 8 From Cross-border E-commerce to New Retail22Q&A22
12、Final Examination2总计32六、推荐教材和教学参考资源（一）、推荐教材1 .李颖，胡乔立主编.跨境电商英语教程,北京：外语教学与研究出版社，2020年.2 . 丁红朝 主编.网上外贸实务.长沙：湖南师范大学大学出版社，2014年.3 .邓志超 主编.跨境电商基础实务.北京：人民邮电出版社，2017年.4 .陈琦 主编.外贸客户开发、跟进与维护.上海：复旦大学出版社，2014年.5 .周霜霜 主编.金牌外贸业务员北京：机械工业出版社，2003年.6 .刘禹纯.未付款订单三招制胜.浙江：浙江工业出版社,2015年.（二）、教学参考资源推荐视频资源：大国外交大国崛起辉煌中国大国重器与
13、全世界做生意七、其他说明跨境电商基础（英）课程采用双语教学。需要以大量的虚拟或真实的案例辅助讲解，具体授课课时可以根据不同班级学生 学习和接受的情况适当调整教学进度。skills and abilities necessary for foreign trade. At the same time, these professional abilities and skills are supplemented by typical practical cases and case studies. Situational exercises and interactive modes, st
14、udents conduct online operations and personal experience under the guidance, and strive to achieve seamless integration between classrooms and future jobs.The purpose of this course is to enable the seniors who are about to enter foreign trade careers to understand the basic concepts and trends of c
15、ross-border e-commerce, to meet the ability and quality needs of the relative posts, to effectively grasp the concept and process of cross-border e-commerce to find customers actively, to be found by the potential business partners by some passive marketing, mainly via the mainstream cross-border el
16、ectronic commercial platforms. Then to maximize the possibility to transform customers9 inquiries and requirements into real orders is another vital concern. The use of toll platforms is understood through the mainstream business platform. International online payment is taught in the process of for
17、eign trade of online merchants, and cross-border e-commerce methods and techniques such as improving risk significance and risk control capabilities are shortened. Graduates enter the discomfort period of relevant professional positions.Course assessment is based on the weighted average of class par
18、ticipation 40% and final term case analysis 60%. Marks for class participation will be determined by five parts students9 in-class group presentation, group case discussion, and individual in-class question-answering, written assignment and class attendance.三 课程性质与教学目的跨境电商基础（英）是外国语学院为商务英语专业以及英语专业（国际
19、商务管 理方向）学生开设的专业选修课。重点讲解如何对行业和产品进行调研从而完成选品，开展广告宣传、促销并采取 适当的营销技巧和客户服务技巧，了解跨境电商B2c的支付过程、物流知识、管理和 法律议题，以及跨境电商和新零售之间的关系。学生应能在进行知识学习和掌握的同 时扩充专业知识面，增强学生的专业意识和专业洞察力，提高学生的动手能力，培养 学生综合运用语言知识的能力，最终能够进行跨境电商的实际操作打下坚实的基础。四、教学内容及要求Orientation: Introduction to Cross-border EcommerceI . Teaching Objectives:1. To und
20、erstand the course design, teaching plan and course assessment.2. To define “what cross-border ecommerce is”3. To define B2B & B2C4. To understand the history and development of cross-border ecommerce5. . To describe the sources of cross-border e-commerce6. To describe and compare the principal cros
21、s-border e-commercial platformsII. Contents:Section A: Course Description and Concept of Cross-border Ecommerce1. A case example2. Course Description3. Teaching Plan4. . Course Assessment5. . What is cross-border ecommerce?Section B: An Overall View of Cross-border Ecommerce1. What is cross-border e
22、commerce?2. History of cross-border ecommerce3. Sources of cross-border ecommerce4. Comparison of mainstream cross-border B2B and B2C platformsId. After-class exercises:A Survey into the basic requirements and qualifications listed on the recruitment postsPreparation for group presentation on the gi
23、ven task .IV. Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students9 group presentations, case studyUnit 1: Product SelectionI . Teaching Objectives:1. To be familiarized with the main product categories2. To understand the chosen products and comp
24、any for practical operations3. To understand FBE rule4. To know and analyze the present market resourcesII. Contents:Part I: Understanding Cross-border E-commerceA. How to Select a ProductB. Tips on Selecting Restricted ProductsPart II: Business CommunicationPart III: Practical Writing: How to Write
25、 a Product DescriptionPart IV: Intercultral Reflection: Cultural AwarenessIII. After-class exercises:Exercises in Part II, III & IVIV. Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students group presentations, case studyUnit 2: Online MarketingI .
26、Teaching Objectives:1. To understand the concept of online marketing2. To understand the strategies of online marketing3. To understand the important acronyms of online marketing4. To identify the creativity of online marketingIL Contents:Part I: Understanding Cross-border E-commnrceA. Launching a N
27、ew ProductB. Creative MarketingPart II: Business CommunicationPart III: Practical Writing: How to Write a SWOT analysisPart IV: Intercultral Reflection: Marketing to Hispanics successfullyHI. After-class exercises:a. Upload a single article to go live on DHgateb. Exercises in Part II, III & IVIV. Te
28、aching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students group presentations, case studyUnit 3: Customer RelationshipI . Teaching Objectives:1. To understand the main elements of online communication2. To understand the customer satisfaction strategies3
29、. To grasp the positive phrases for the customer relationship managementILContents:Part I: Understanding Cross-border E-commerceA. Online communicationB. Drive more E-commerce Sales with Live ChatPart II: Business CommunicationPart III: Practical Writing: How to Write letters of restoring business r
30、elationsPart IV: Intercultral Reflection: Customer Relationship ManagementIII .After-class exercises:a. Check the customers9 comments of a product on DHgate (or other online E-commerce format) and try to give a replyb. Exercises in Part II, III & IVIV . Teaching methods and aids:Lectures with PPT in
31、 a multimedia classroom, group discussions, Q & A, students group presentations, case studyUnit 4: Online PaymentI . Teaching Objectives:1. To understand the mainstream online payment channels2. To understand the security issues of online payments3. To master the terms of online paymentII .Contents:
32、Part I: Understanding Cross-border E-commerceA. The evolution of online paymentB. Security tips for small businesses accepting online paymentsPart II: Business CommunicationPart III: Practical Writing: How to Write an Introduction to a payment solution for your e-commerce businessPart IV: Intercultr
33、al Reflection: Cross-border expansion and payment strategiesIII .After-class exercises:a. Log on two specific CBEC platforms and identify the payments availableb. Exercises in Part II, III & IVIV . Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, stude
34、nts group presentations, case studyUnit 5 : LogisticsI . Teaching Objectives:1. To understand different online shipping modes2. To understand the main international commercial express3. To learn how to set a shipping template4. To learn how to choose an appropriate shipping mode for an order11. Cont
35、ents:Part I Understanding Cross-border E-commerceA. E-commerce Logistics & the changing delivery landscape Top 10 seller analysisB. Overseas Warehouse: Why and HowPart II: Business CommunicationPart III: Practical Writing: How to Write Logistics LetterPart IV: Intercultral Reflection: Guides for int
36、ernational shippingIII .After-class exercises:a. Pack an order, measure the sizes of the package, and choose the best shipping modeb. Exercises in Part II, III & IVIV . Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students group presentations, case
37、 studyI . Teaching Objectives:1. To understand different strategies of customer service2. To grasp the language skills in writing a formal business letter3. To understand different types of business lettersIL Contents:Part I: Understanding Cross-border E-commerceA. Manage E-commerce after-sales Serv
38、ice EffectivelyB. Online determinants of E-customer Satisfaction: Application to Website Purchases in TourismPart II: Business CommunicationPart III: Practical Writing: How to Write an Impressive Executive Summary for aPart IV: Intercultral Reflection: Global project management: Its complicatedIII .After-dass exercises:Exercises in Part II, III & IVIV . Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students5 group presentations, case study