武汉工程大学外语学院.docx

武汉工程大学外语学院.docx

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武汉工程大学外语学院

武汉工程大学外语学院

教案

课程名称：

商务英语写作

授课单位：

外语学院商务英语教学部

授课对象：

英语专业（商务方向）

授课教师：

杜朝明

总学时：

36

授课学期：

第七学期

制定时间：

2008年2月

Chapter1

WritingofBusinessEnglishLetter

Unit1OverviewofBusinessEnglishLetter

TEACHINGTARGETS

●UnderstandthecharacteristicsofbusinessEnglishlanguageandstructure;

●Grasprelevantprofessionalterms,wordsandsentencepatterns;

●Getfamiliarwiththelayoutandstylesofbusinessletter.

CONTENTS

●CharacteristicsofEffectiveBusinessEnglishletter

●WritingSkillsinModernBusinessEnglishletter

●LayoutofBusinessEnglishletter

FOCUSES

WritingTechniquesandLayoutinBusinessEnglishLetter

TIMEALLOCATION

●2classes:

OverviewoftheSubject,IntroductionofBusinessEnglishLetter

●2classes:

SampleanalysisandExercises

TEACHINGSTEPS

●Thebasicformatofabusinessletter:

1）letterhead（信头）

2）Ref.No（发文编号）

3）Date（日期）

4）InsideNameandAddress

5）Attentionline（注意事项）

6）Salutation（称呼）

7）Subjectline（事由标题）

8）Bodyoftheletter（正文）

………………………………………………….

……………………………………………….

9）Complimentaryclose（结尾敬语）

10）Signature（签名）

11）EnclosureNotation（附件）

12）CarbonCopy（抄送）

13）Postscript（附言

●Letterstyles/form

Fullblockform（齐头式）

Modifiedblockformwithindentedstyle（混合式）

Modifiedblockform（改良式）

Simplifiedform（简化式）

Unit2LetterofSalesPromotion

TEACHINGTARGETS

●Mastertheguidelinesofwritingsalesletters.

●Learntheskillsofpromotion.

●Understandthelanguagecharacteristicsofpromotionletters.

●Learnaboutthewaystoestablishbusinessconnections.

CONTENTS

●Importanceofproductpromotionininternationalmarket

●Thewaytofindpotentialcustomers

●Theskillstowriteabeautifulpromotionlettertomakeyourselfstandout

●Factorstobetakenintoconsiderationandthelayoutofagoodpromotionletter

FOCUSES

●Sampleanalysisinspecificsituationswaystoestablishbusinessconnections

TIMEALLOCATION

●1class:

Introductionoftheimportancesalespromotionletterandthewaystofindpotentialcustomers

●1class:

Sampleanalysis

●1class:

Exercises

TEACHINGSTEPS

●Backgroundknowledgeofsalespromotion:

vSalesletters

vDirectadvertising,intheformofletterstoaselectedgroupofreaders,isaneffectivewaytopromotesales.Suchsaleslettersshouldappealtothepotentialcustomer.Theyshould:

v1）arousethereader’sattention

v2）.Createdesiretomakeuseofyouroffer

v3）.Convincehimthattheseproductsorservicesarethebestonesforhim

v4）activatehimtoplaceanorder

●Layoutofasalespromotionletter.

主题：

引起兴趣的方法如下，可选其中一、二项，分段叙述：

1）告知读者卖什么产品/产品有哪些特色、优点/提供什么特别服务

2）诉诸人信/有什么附加值

3）此产品在市场上有什么特别的流行讯息

4）如何经由共同的朋友/贸协/商会或任何渠道引介

说明：

举例说明支持以上主题的论点

1）自我介绍工厂/工厂的组织规模及经验

2）产品如何在严格品格管制下完成

3）举证有哪些已购买的知名大客户名单

4）附上公司产品目录/报价单供参考

结论：

1）说服读者尽快采取行动购买或来信联络告知意见，做进一步接触

2）亦可请读者将此产品介绍给其亲朋好友

●Analysisofsamplesinspecificsituation.

●Exercises

Unit3EnquiresandReplies

TEACHINGTARGETS

●UnderstandthestandardofanEnquiryandReply

●GrasptheformsofanEnquiryandReply

●Masterthelanguagecharacteristics,structureandtermsofEnquiryandReply

CONTENTS

●Backgroundknowledgeaboutenquiryandreply

●GuidelinesofplanningEnquiryandReply

●Writingtechniquesinmakingreplies

●Sampleanalysisincorrespondingsituations

FOCUSES

●Thestandardofanenquiryandatimelyreply

TIMEALLOCATION

●1class:

Introductionofguidelinesandwritingtechniquesinmakingenquiryandreply

●2classes:

Sampleanalysis

●1class:

Exercises

TEACHINGSTEPS

●Backgroundknowledgeaboutenquiryandreply

Generallyspeakinganinquiryisarequestforinformation.Whenabusinessmanintendstoimport,hemaysendoutaninquirytoanexporter,invitingaquotationoranofferforthegoodshewishestobuyorsimplyaskingforsomegeneralinformationaboutthesegoods.Inquiriesmaybemadebyletter,telegram,telexorFaxorevenbytelephoneorthroughface-tofacetalk.

InaGeneralEnquiry（一般询价）,abusinessmanstatesclearlyalltheinformationheneeds—generalinformation,acatalogue,orpricelist,asampleorsamplebook,etc

InaSpecificEnquiry（具体询价）,hepointsoutwhatproductshewants.Hemayaskforacatalogue,apricelist,samples,etc.,oraskforanoffer.

Enquiriesmeanpotentialbusiness.Promptandcarefulrepliesareofgreatimportance.

Whenmakingenquiries,givedetailsofyourownfirmandaskforneededinformationfromyourprospectivesupplier.Bespecificandstateexactlywhatyouwant:

thegoodsneeded,usualtermsoftrade,acatalogue,apricelist,asample,aquotation,etc.,soastoenablethesellertoquoteorofferthecorrectgoods.

Thetacticoftenusedtoinvitebettertermsistogivethesellersomehopeofsubstantialordersorcontinuedbusiness.

Inanenquirysuchphrasesareoftenusedas“Shouldyourpricesbecompetit