武汉工程大学外语学院.docx

1、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Chapter 1 Writing of Business English LetterUnit 1 Overview of Business English Letter TEACHING TARGETSUnderstand the characteristics of business English language and structure;Grasp relevant profe

2、ssional terms, words and sentence patterns; Get familiar with the layout and styles of business letter.CONTENTS Characteristics of Effective Business English letter Writing Skills in Modern Business English letter Layout of Business English letterFOCUSESWriting Techniques and Layout in Business Engl

3、ish LetterTIME ALLOCATION2 classes: Overview of the Subject, Introduction of Business English Letter2 classes: Sample analysis and ExercisesTEACHING STEPSThe basic format of a business letter:1) letterhead(信头） 2) Ref.No (发文编号） 3）Date （日期）4) Inside Name and Address5) Attention line （注意事项）6) Salutatio

4、n（称呼） 7) Subject line（事由标题）8) Body of the letter(正文). 9) Complimentary close（结尾敬语） 10) Signature （签名） 11) Enclosure Notation（附件） 12) Carbon Copy(抄送) 13) Postscript (附言Letter styles/formFull block form (齐头式) Modified block form with indented style (混合式 ） Modified block form (改良式) Simplified form (简化式

5、)Unit 2 Letter of Sales PromotionTEACHING TARGETS Master the guidelines of writing sales letters. Learn the skills of promotion. Understand the language characteristics of promotion letters. Learn about the ways to establish business connections. CONTENTS Importance of product promotion in internati

6、onal market The way to find potential customers The skills to write a beautiful promotion letter to make yourself stand out Factors to be taken into consideration and the layout of a good promotion letterFOCUSES Sample analysis in specific situations ways to establish business connectionsTIME ALLOCA

7、TION 1 class: Introduction of the importance sales promotion letter and the ways to find potential customers 1 class: Sample analysis 1 class: ExercisesTEACHING STEPSBackground knowledge of sales promotion:v Sales letters v Direct advertising, in the form of letters to a selected group of readers, i

8、s an effective way to promote sales. Such sales letters should appeal to the potential customer. They should :v 1) arouse the readers attentionv 2). Create desire to make use of your offerv 3). Convince him that these products or services are the best ones for himv 4) activate him to place an order

9、Layout of a sales promotion letter.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 Anal

10、ysis of samples in specific situation. Exercises Unit 3 Enquires and Replies TEACHING TARGETSUnderstand the standard of an Enquiry and ReplyGrasp the forms of an Enquiry and ReplyMaster the language characteristics, structure and terms of Enquiry and Reply CONTENTS Background knowledge about enquiry

11、 and reply Guidelines of planning Enquiry and Reply Writing techniques in making replies Sample analysis in corresponding situations FOCUSES The standard of an enquiry and a timely reply TIME ALLOCATION 1 class: Introduction of guidelines and writing techniques in making enquiry and reply 2 classes:

12、 Sample analysis 1 class: ExercisesTEACHING STEPSBackground knowledge about enquiry and replyGenerally speaking an inquiry is a request for information. When a businessman intends to import, he may send out an inquiry to an exporter, inviting a quotation or an offer for the goods he wishes to buy or

13、 simply asking for some general information about these goods. Inquiries may be made by letter, telegram, telex or Fax or even by telephone or through face-to face talk.In a General Enquiry (一般询价）, a businessman states clearly all the information he needsgeneral information, a catalogue, or price li

14、st, a sample or sample book, etcIn a Specific Enquiry (具体询价), he points out what products he wants. He may ask for a catalogue, a price list, samples, etc., or ask for an offer.Enquiries mean potential business. Prompt and careful replies are of great importance.When making enquiries, give details o

15、f your own firm and ask for needed information from your prospective supplier. Be specific and state exactly what you want: the goods needed, usual terms of trade, a catalogue, a price list, a sample, a quotation, etc., so as to enable the seller to quote or offer the correct goods.The tactic often used to invite better terms is to give the seller some hope of substantial orders or continued business.In an enquiry such phrases are often used as “Should your prices be competit