高级商务英语教案unit7unit12.docx

高级商务英语教案unit7unit12.docx

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高级商务英语教案高级商务英语教案unit7unit12高级商务英语教案-unit7-unit12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动及必要说明事项实验实习（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132333435363738393103113123周次章节名称及主要内容授课节数作业备注13314315Presentationofcoursedesign316Finaltest3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（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）：

Unit7MassCustomization-TextABMWDrivesGermany教学目的、要求（分掌握、熟悉、了解三个层次）：

1Tomasterkeywordsandexpression2Toimprovecompetenceoftranslatingandinterpreting教学重点及难点：

1TolearnhowtoparaphraseinEnglish2Tolearnhowtograspkeypointsincomprehensivereading3Tosimulatetheliveconferencetoformasimilarsurroundingstostudentstodointerpretation教学方法及手段：

Situationalteaching,Role-play,FCM教学过程与教学内容：

Step1Lead-in1.Dictation.2.StudythetwoQuotationsonpage137.3.BackgroundInformationIntroduction-MassCustomization.StepIICasestudy1Awarm-updiscussiononthefourfacesofMassCustomizationandanswerthefollowingquestions.MyMuesli,themanufacturerofcerealfood,enablestheuserstocustomizeafoodproductthroughonlineinteraction.Q1.Whatis“customization”?

DoyoulikeMyMuesliscustomizingitscerealfood?

Whyorwhynot?

However,thecompanyneglectedrobustprocessesofmasscustomization.Wheneverareportoncustomersfavorwaspublished,themanufacturingcapacitywasinsufficient.Forlackofhumanlabormixingmueslifromabout65differentcategoriesofoptionsbyhand,thecompanyhadtoturndownprospectivecustomersbysettingadailyorderlimit.Q2:

Isthereanysolutiontothisproblem?

Q3:

Whatlessonsofpotentialrisksofcustomizationcanbelearntfromthiscase?

教学过程与教学内容：

Q4:

Inyouropinion,whatproductsaremoresuitableformasscustomization?

StepIIITextanalysis-BMWDrivesGermany1PresentabriefintroductionandstructureofthetextPara.MainTopicsPara.1-4BMWsmasscustomizationusedasamarketingdeviceandaneffectivemeansofinjectingflexibilityintoBMW.Para.5-8BMWsymbolicofGermaneconomy.Para.9-11Para.12-18BMWshighlyautomatedLeipzigplantconducivetomasscustomization.BMWsattempttohandlethekeyissuesofmasscustomization:

workforceflexibility,productioncapacityexpansion,product-lineexpansion.2.20minutesgiventostudentstopreviewthetextandfinishtheexerciseIReadingComprehensiononP144,thenchecktheanswerswithdetailedanalysis.（Note:

Studentsshouldidentifytherelativeinformationinthetexttoexplaintheirchoice.）Answers:

CDBACAAC3Paragraphsanalysis1）AnalysisofPart1（Para.1-4）QuestionsofPart1:

Q1.WhatsthemainideaofPartI（Para.1-4）?

BMWusedmasscustomizationtopromoteitssalesasahandymarketingdeviceandtoinjectflexibilityintoalmosteveryaspectofthecompany,particularly,manifestedbyitsabilitytocaterforficklecustomerdesiresanditsrhythmofwork.Q2.Whatdoes“heavilyunionizedworkforce”mean?

WhatchangeshavebeenbroughtaboutbythedealsBMWstruckwithitsworkforce?

1）Aunionisagroupofworkerswhohavecometogethertomakecollectivedecisionsabouttheirworkandtheirworkingconditions.Heavilyunionizedworkforcemeansthatarelativelyhighproportionofemployeesbelongtoaunion.2）Anumberofchallengescanariseforacompanytomanageaheavilyunionizedworkforce,especiallybecauseoflackofflexibility.Unionworkersoftenworksethours,andtheymusttakeacertainnumberofbreaksduringtheday,nomatterhowheavyorhowlighttheworkload.DealsBMWstruckwithitsworkforceenabledittobringinnewwaysofworkingandmanageitsworkforcemoreorlessinaccordancewithproductiondemands.WordsandExpressionsOfPart1fickle（Para.3）adj.characterizedbyerraticchangeablenessorinstability,especiallywithregardtoaffectionsorattachmentssynonym:

capriciousexample:

Thecompanymustfacethechallengeofmeetingficklemarketdemandsinanew,uncertaineconomy.juggle（Para.4）v.tokeep（severalsimultaneousactivities）inmotionorprogressatonetimeexample:

Heisanexpertlyprojectmanagerwhocanjugglemultipleprojectsandstillmakeprogressoneach.SentenceInterpretationOfPart11.YourBMWdealerwillbehappytoobligewithasmanychangesasyoucaretomake,untilacutoffpoint:

sixdaysbeforeyourparticularcargoesintoproduction.（Line7,Para.1）YourBMWdealerwillbehappytodoafavorbymakingasmanychangesasyoucareto,untilapointoftermination.2.BMWdoesnotbreakoutdetailsoftheadditionalrevenue,butgiventheprofitmarginsonmanyadd-ons,“itslikeabigdollopofcreamonthecake”,saysPeterSchmidt,aBritish-basedauto-industryconsultant.（Line6,Para.2）BMWdoesnotcategorizespecificinformationoftheadditionalrevenuesgeneratedbyitsmanyadd-ons,butontheconditionoftheirprofitmargins,itsjustlikeaddingabigdollopofcreamontothecake.2）AnalysisofPart2QuestionsofPara.5-8:

WhatsthemainideaofPartII（Para.5-8）?

BMWisinsomewayssymbolicofGermaneconomy,whichisresurgentfromeconomicstraitjacketbutstillhinderedbybothinternalandexternalcounter-forces.Q2:

Whatareinternalandexternalcounter-forceswhichhinderGermaneconomy?

Internal:

Littlesignofsubstantivechangeinthesystemoflaborrelations,hinderingproductivitylevelExternal:

Low-costcompetitionfromAsiaandEastEurope.Wordsandexpressions:

formidable（Para.6）adj.difficulttoundertake,surmount,ordefeatsynonym:

awesomeexample:

Astheworkshopofworld,Chinahasbecomeaformidabletradingpowertobereckonedwith,causingothercountriestoviewitsmassivepotentialmarketwithhopeanditscheapproductswithfearupswing（Para.7）n.anincrease,asinmovementorbusinessactivitysynonym:

surgeexample:

Thereisanupswingofpricesonthestockmarket.Sentencesanalysisandparaphrase:

1.Facedwithlow-costcompetitionfromAsiaandEasternEurope,hesays,“manyGermanfirmsdidtheirhomework,andnowtheyarebenefitingfromit.”（Line1,Para.8）“Dooneshomework”isanidiomaticexpressionwhichmeans“tostudyasubjectorsituationcarefullysothatoneknowsalotaboutitandcandealwithitsuccessfully.4.5minutesgiventostudentstosumupthemainideaofPart1&Part2accordingtotheirownunderstanding.StepIVAssignmentAskSstotranslatethe10sentencesinEx.2Blank-filling.作业布置previewthepart3andpart4andfinishtheexercises.教学后记授课时间第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）：

Unit7MassCustomization-TextABMWDrivesGermany教学目的、要求（分掌握、熟悉、了解三个层次）：

1Tomasterkeywordsandexpression2Toimprovecompetenceoftranslatingandinterpreting教学重点及难点：

1TolearnhowtoparaphraseinEnglish2Tolearnhowtograspkeypointsincomprehensivereading3Tosimulatethelivefieldtoformasimilarsurroundingstostudentstodobusinessaffairs教学方法及手段：

Situationalteaching,Role-play,FCM教学过程与教学内容：

Step1Lead-in1ReviewthemainpointsthatSslearnedlastweek.2SsPresentation.StepIITextanalysismainlyaboutAnalysisofPart3andPart4.1ReviewwordsandexpressionsinPart1&22AnalysisofPart3（Para.9-Para.11）Questions:

Q1.WhatsthemainideaofPartIII（Para.9-11）?

BMWshighlyautomatedassemblyline,sophisticatedlogisticsandeffectivecommunicationwithkeysuppliersinLeipzigplantenableBMWtomanufacturecustomizedcarswithimpressivelyhighefficiencyandreliability.Q2.WhatisthestrikingfeatureofBMWshighlysophisticatedlogisticsinLeipzig?

Onahighlyautomatedassemblyline,workersstationedatregularintervalsreachbackforcomponentsinwirebasketsrigorouslysortedintotherightsequence.WordsandExpressionsdisrupt（Para.11）v.tointerruptorimpedetheprogress,movement,orprocedureofsynonyms:

hinder,obstructexample:

Sentencesanalysisandparaphrase:

Thecomplexityisvisibletothenakedeye.（Line8,Para.10）“Thenakedeye”means“theeyeunassistedbyanopticalinstrument,suchasatelescope,microscope,orspectacles”.Inthesentence,“visibletothenakedeye”means“veryeasytosee”.AnalysisofPart4（Para.12-Para.18）QuestionsaboutPart4:

Q1.WhatsthemainideaaboutPartIV（Para.12-18）?

Toachieveabalancebetweenrevenuesandcosts,BMWisstrivingtoinjectflexibilityintoitsworkforce,expanditsproductioncapacityanddiversifyitsproduct-line.Q2.WhathadBMWintendedtoachievethroughtheacquisitionofRover?

BMWhadintendedtoachieveagoalofturningthecompanyintoatwo-brandcompany,oneforthemassmarketandoneforapremiumbrand.WordsandExpressions:

canvass（Para.13）v.toexaminecarefullyordiscussthoroughlysynonym:

scrutinizeexample:

Thepollcanvassedtheviewsofalmosteightyeconomists.fuel（Para.18）v.tosupportorstimulatetheactivityorexistenceofsynonyms:

stir,provokeexample:

Thepriceupswingofcrudeoilfuelsthesoaringmaterialcostoftextileindustry.SentenceInterpretationandparaphrasing1.PuttingBMWonamoreefficientfootingathomehasenabledittoexpanditsproductlineinalldirections.（Line1,Para.16）ManagingBMWathome（inBritain）onamoreefficientbasis.2.ButotheranalystssuchasCardiffsRhysreckonthatBMWcancontinuetoforgeaheadbecauseoftheskillfulmanagementofitsbrandnameandunderlyingbusiness.（Line11,Para.17）.thinkthatBMWcancontinuetomakestrongprogresssteadilybecauseoftheskillfulmanagementofitsbrandnameandcorebusiness.StepIIIExercisesStepIVPracticalteachingsection-DebateAdvantag