(完整word版)高级商务英语教案unit7-unit12
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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： **
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２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
1 3
2 3
3 3
4 3
5 3
6 3
7 3
8 3
9 3
10 3
11 3
12 3
周次 章节名称及主要内容 授课节数 作业 备注
13 3
14 3
15 Presentation of course design 3
16 Final test 3
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）：
Unit 7 Mass Customization--Text A BMW Drives Germany
教学目的、要求（分掌握、熟悉、了解三个层次）：
1 To master key words and expression
2 To improve competence of translating and interpreting
教学重点及难点：
1 To learn how to paraphrase in English
2 To learn how to grasp key points in comprehensive reading
3 To simulate the live conference to form a similar surroundings to students to do interpretation
教学方法及手段：
Situational teaching, Role-play, FCM
教学过程与教学内容：
Step 1 Lead-in
1. Dictation.
2. Study the two Quotations on page 137.
3.Background Information Introduction-- Mass Customization.
Step II Case study
1 A warm-up discussion on the four faces of Mass Customization and answer the following questions.
My Muesli, the manufacturer of cereal food, enables the users to customize a food product
through online interaction.
Q1. What is “customization”? Do you like My Muesli’s customizing its cereal food? Why
or why not?
However, the company neglected robust processes of mass customization. Whenever a report on customers’
favor was published, the manufacturing capacity was insufficient. For lack of human labor mixing muesli
from about 65 different categories of options by hand, the company had to turn down prospective customers
by setting a daily order limit.
Q2: Is there any solution to this problem?
Q3: What lessons of potential risks of customization can be learnt from this case?
教学过程与教学内容：
Q4: In your opinion, what products are more suitable for mass customization?
Step III Text analysis - BMW Drives Germany
1 Present a brief introduction and structure of the text
Para. Main Topics
Para. 1-4 BMW’s mass customization used as a marketing device and an effective means of
injecting flexibility into BMW.
Para. 5-8 BMW symbolic of German economy.
Para. 9-11
Para. 12-18 BMW’s highly automated Leipzig plant conducive to mass customization.
BMW’s attempt to handle the key issues of mass customization: workforce
flexibility, production capacity expansion, product-line expansion.
2. 20 minutes given to students to preview the text and finish the exercise I –Reading Comprehension
on P144, then check the answers with detailed analysis.
(Note: Students should identify the relative information in the text to explain their choice.)
Answers: CDBACAAC
3 Paragraphs analysis
1) Analysis of Part 1 (Para. 1-4)
Questions of Part 1:
❖ Q1. What’s the main idea of Part I (Para. 1-4)?
❖ BMW used mass customization to promote its sales as a handy marketing device and to inject
flexibility into almost every aspect of the company, particularly, manifested by its ability to
cater for fickle customer desires and its rhythm of work.
❖ Q2. What does “heavily unionized workforce” mean? What changes have been brought
about by the deals BMW struck with its workforce?
❖ 1) A union is a group of workers who have come together to make collective decisions about
their work and their working conditions. Heavily unionized workforce means that a relatively
high proportion of employees belong to a union.
❖ 2) A number of challenges can arise for a company to manage a heavily unionized workforce,
especially because of lack of flexibility. Union workers often work set hours, and they must
take a certain number of breaks during the day, no matter how heavy or how light the
workload. Deals BMW struck with its workforce enabled it to bring in new ways of working
and manage its workforce more or less in accordance with production demands.
