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1、,Office: 明德楼 - 524 Email: ,Business English,SHARON,1. Course Overview 2. Course Objectives 3. Basic Requirements 4. Assessments,Course Outline,Overview,Business English,Starting up,Skills,Reading,Case Study,Language Review,Listening,Vocabulary,Overview,Business English,Money,Advertising,Trade,Cultur
2、e,Brand,Business Ethics,Course Overview Cover various functional areas: marketing, advertising, human resources, production, trade and etc. Focus on: business knowledge and communication skills；analytical skills and problem-solving skills. Designed for students who want to improve their confidence a
3、nd ability in conducting business in English.,Course Outline,2. Course Objectives To know more about the international business; To enlarge Business English vocabulary and develop language skills; To improve practical abilities of communication, analyzing and teamwork spirit by means of case study a
4、nd task-oriented teaching. Next,Course Outline,Language abilities: 1） 听力能力要求：能基本听懂正常语速的一般商务活动中的电话、对话、谈判、会议发言等; 2） 阅读能力要求:能读懂中等难度的商务英语文章，了解作者的观点和态度。阅读速度为每分钟120-160个单词，理解准确率在75%以上。 3） 口语能力要求：能够用英语介绍公司状况，进行业务咨询，与客户交流，做简单的商务报告等。 4） 写作能力要求：能够运用所学语言知识，写出基本符合国际商务惯例、格式规范的一般性商务报告、商务信函、会议纪要和电子邮件等。 5） 英汉互译能力要求
5、：能够翻译一般性商务材料。,Course Outline,Back,Highlight your talents from a MNC,Practical skills: skills that transfer into workplace. Internship is a good way to get hands-on experience. Cross-cultural communication: being able to really communicate with foreign people. Creative/critical thinking: Chinese lear
6、n to memorize, but MNC want talents who have their own ideas. Teamwork and leadership: top graduates = good employees since they have worked so hard to be the best. Assertiveness and confidence: even if you have good ideas, you have to know how to make Yourself heard. To give effective presentations
7、 and make negotiations are desirable ways to improve your confidence. Competence, Communication, Creation, Co-operation, Confidence,The most important:,Be active!,3. Basic Requirements,1. Text Book (Unit 1-14) an exercise book 2. Extra Materials 3. Group Work ( Divided into 6/7 groups and a leader n
8、ominated),4. Assessments:,Academic Performance 40% Attendance and punctuality 20% Discussion, Presentation, Meetings 50% Homework, Quiz 30% Final Exam 60%,Quotation,Truly great brands are more than just labels for products.,Sir Anthony Joseph Francis OReilly is an Irish businessman and former intern
9、ational rugby union player. He is known as former CEO and Chairman of the H.J. Heinz Company. Perhaps Irelands first billionaire, he remains one of Irelands richest citizens. He is popularly known within Ireland as Tony OReilly.,Tasks,1. Starting-up 2. Definition and advantages of branded goods 3. C
10、ategory of brand 4. Vocabulary: Brand Management 5. Listening: Why brands matter? 6. Reading: Made in Europe 7. Discussion: Two promotions 8. Skills: Taking part in meetings1,1B,A recent survey named the brands below as the worlds top ten. Which do you think is number one? Rank the others in order.,
11、1,2,3,5,6,7,Are you surprised?,4,10,9,8,Brand Value ranked according to:,Weight (market share) 35% Breadth (cross section of society) 30% Depth (brand loyalty) 20% Length (brand-stretching ability) 15%,2. What does “brand” mean? Ad HS - A name, an image, quality , design, service, reliability, statu
12、s, price A unique combination of three attributes: Product benefits: what makes the consumer like the product Brand image: what makes the consumer trust the product Consumer needs/beliefs: what makes the consumer value the product,Discussion,Why do people like brands?,- Own instantly recognisable pr
13、oducts Associate specific qualities with the brand (value for money, quality, safety) - Gain greater customer loyalty - Make more profits Launch related products under the same brand (TCL, Midea, Evergrande/ Hengda),a) To consumers,b) To manufacturers,- Make shopping a lot easier Buy reliable produc
14、ts (value for money, durable, stylish, well-designed) - High-prestige brands enhance ones status,C,Listen to two speakers talking about brands. What reasons does each person give for liking or disliking brands?,Speaker 1: pro brands,Speaker 2: anti brands,Branded products are of good quality and rel
15、iable; stylish and have a good design. People buy branded products because they want to show others they have style and good taste.,People buy branded products and its so boring. The prices of branded products are inflated. The logo, name and packaging are not worth the money. You cant always buy th
16、e genuine products.,Homework 1). Vocabulary: Brand management Ex A, B on P7 2). Reading: Made in Europe Ex A, B, C, D on P8,3. Category of brand - makeup Top-end (upmarket brand ) : Dior, Lancme, Chanel, SK-II, Shiseido Mid-range: Nivea, Revlon, Olay, Ponds Bottom-end (downmarket brand) : Dabao, Caishi,4A,Match these word partnerships
