I课程背景

作为世界第二大经济体、第一大出口国和“一带一路”的倡导者，中国在国际经济舞台上发挥的作用越来越大。随着经济全球化的进一步发展，我国与世界各国的经济合作日益扩大，国际商贸交往日益频繁，对既具有国际视野又具有良好的英语语言技能同时精通商务知识的复合型人才的需求也与日俱增。当今，商务英语的范畴已延伸到与商务有关的所有领域，包括营销，管理，贸易，金融，电子商务和跨文化交际等等，构成了具有自己特色的完整的商务英语体系。

II 课程目标

本课程从对经济商务活动有兴趣或是有志于从事商贸职业岗位的学习者出发，将商务专业知识，跨文化交际能力与英语语言运用技能相结合，以学生为中心，以商务活动为环境，通过对学生听说读写译等基本技能的全面训练，培养学习者在商务场景中使用英语语言知识和商务知识的技能，使学习者能够完成具体商务任务，成为适应社会需要的应用型涉外商务工作者，使学习者了解和领悟商务活动中需要的知识，掌握商务活动中需要的技能，并灵活运用于商务实践。是学习者通晓商务英语语言知识与技能，完成商务交际任务。

III 设计原则和课程信息

《综合商务英语》第二册，包括10个单元，涉及Business Ideas,  Business Shareholders, Career Development, Employee Training, Employee Motivation, Business Conflict, Marketing, Brands, Advertising, 和Promotion十个方面，本课程将通过课前导入、任务导入的形式，引导学生观看慕课课程内容，完成课后任务，并可以对不解问题进行提问，对于问题，将采用线上回答和视频集中回答两种形式，并在所有任务结束后，通过在线课堂总结所学内容，并适当引导下一次课的任务。

本慕课课程共20单元，其中前18单元涉及商务领域的主要内容，包括：基本商务概念介绍，管理，团队建设，市场，资金，产品，品牌，营销，广告，电子商务，文化，企业文化，企业社会责任，全球化，客户服务，外包，特许和并购。每单元主要阐述一个话题，分为两至三个小节，第一和部分第二小节主要阐述该话题的基本理论知识，最后一小节讲解一篇与该话题相关公司的文章，主要了解该公司基本情况，学习文章中的主要语言点，培养英语阅读能力。第19单元主要讲解商务活动中广泛使用的数据写作，包括这一类报告的结构，数据的描述方法等；第20单元主要讲解四种不同的商务领域的文书写作：电子邮件，个人简历，公务便条，会议议程和会议记录。

1. 讨论参与（包括在线提问、回答问题，在线课堂回答问题等），10%

2. 单元测试（课后在线答题成绩），20%

3. 期末考试，70%

Unit One Introduction to Business

Section One Basic knowledge related to business

Section Two Case study: Sole Brothers

Quiz, Unit One

Unit Two Management

Section Three Case study: Company structure of Starbucks

Section One Basic knowledge related to management

Section Two Basic knowledge related to team building

Quiz, Unit Two

Unit Three Trade

Section One Basic knowledge related to Trade

Section Two Trade blocs

Section Three Case study: European Union

Quiz, Unit Three

Unit Four Market

Section One: Basic knowledge related to market

Section Two Case study: The Market Segmentation of P&G

Quiz, Unit Four

Unit Five Finance

Section One Basic knowledge related to finance

Section Two Case study: IDG in China

Quiz, Unit Five

Unit Six Product

Section One Basic knowledge related to product

Section Two Case study: Miele -- focuses on old-fashioned quality

Quiz, Unit Six

Unit Seven Brand

Section One Basic knowledge related to brand

Section Two Case study: How the Swedish retailer became a global cult brand?

Quiz, Unit Seven

Unit Eight Marketing

Section one Basic knowledge related to marketing

section Two Case study: No. 5 -- The Film

Quiz, Unit Eight

Unit Nine Advertising

Section One Basic knowledge related to Advertising

Section Two Case study: What makes Nike’s advertising tick?

Quiz, Unit Nine

Unit Ten E-commerce

Section One Basic knowledge related to E-commerce

Section Two Case study: E-Commerce -- Challenges of Amazon in Book Publishing

Quiz, Unit Ten

Unit Eleven Culture

Section One Basic knowledge related to culture

Section Two Case study: Key to VW's Success in America Is Cultural Understanding

Quiz, Unit Eleven

Unit Twelve Corporate Culture

Section One Basic knowledge related to Corporate culture

Section Two Case study: Dirty Business, Bright Ideas

Quiz, Unit Twelve

Unit Thirteen Corporate Social Responsibility

Section One Basic knowledge related to corporate social responsibility

Section Two Case study: Meeting business challenges at Johnson & Johnson

Quiz, Unit Thirteen

Unit Fourteen Globalization

Section One Basic knowledge related to globalization

Section Two Case study: Coffee culture comes to coffee grower

Quiz, Unit Fourteen

Unit Fifteen Customer Service

Section One Basic knowledge related to customer service

Section Two Case study: McDonald’s Hidden Customer Secret

Quiz, Unit Fifteen

Unit Sixteen Outsourcing

Section One Basic knowledge related to Outsourcing

Section Two Case study: Focusing on Core Competencies

Quiz, Unit Sixteen

Unit Nineteen Statistic Writing

Section One Different types of Graphics, Style and register of statistic writing

Section Two Vocabulary used in Statistic writing

Quiz, Unit Seventeen

Unit Twenty Business Writing

Section One：Email Writing

Section Two：CV and Resume writing

Section Three： Memo, Agenda and Meeting Minutes

Quiz, Unit Eighteen

Unit Seventeen Franchising

Section One Basic knowledge related to franchising (1)

Section Three Case study: KFC -- Gold standard in franchising

Section Two Basic knowledge related to franchising (2)

Quiz, Unit Seventeen

Unit Eighteen M&A

Section One Basic knowledge related to merger

Section Two Basic knowledge related to acquisition

Quiz, Unit Eighteen

Section Three Case study: Nestlé S. A.