《实用商务英语/21世纪职业教育行业英语》旨在通过学习者阅读和教师讲授原汁原味的商务英语材料,让学习者在有效提高商务英语阅读水平的同时,拓宽国际视野,积累商务领域的相关知识,为学生今后进入商务职场打下基础。
《实用商务英语/21世纪职业教育行业英语》共有10个单元,每单元由Practical Learning,Practical Reading,Case Study,Practical Activity和Practical Writing五大部分组成。所有活动都围绕单元主题展开。其中Practical Leaming部分由个人图文匹配活动和小组问答活动两个练习形式构成;Practical Reading部分包括Text A和Text B两篇课文,A篇课文从宏观层面介绍主题内容,B篇课文从微观层面阐述内涵,选材都具有较强的实用性。课后练习都围绕着课文**和难点精心设计,以帮助学全面掌握课文的商务知识;Case Study部分提供一个案例,通过对案例的分析,旨在加深学生对课文的理解并培养学生的思辨能力;Practical Activity部分设计了一个与单元主题相关的商务场景,要求学生通

Unit 1 Starting a Business
Practical Learning
Practical Reading
Text A: What Type of Business Should You Start?
Text B: Starting an Online Business
Case Study: The Youngest Self-made Billionaire on Earth
Practical Activity: How to Introduce a Company
Practical Writing: Job Application Letter

Unit 2 Operations Management
Practical Learning
Practical Reading
Text A: Improving Efficiency Through Operations Management
Text B: Quality Inspections in the Supply Chain
Case Study: Walmart's Plan to Get You In and Out of Stores Faster
Practical Activity: How to Arrange a Business Meeting
Practical Writing: Meeting Minutes

Unit 3 Financial Management
Practical Learning
Practical Reading
Text A: Sources of Start-up Funding
Text B: Angel Investors
Case Study: Angelic Temptations
Practical Activity: How to Apply for a Personal Bank Loan
Practical Writing: Memo

Unit 4 Branding
Practical Learning
Practical Reading
Text A: China's Future in Brand Awareness
Text B: Essentials of Building a Winning Brand
Case Study:The Simple Secret of Apple's Brand Strategy
Practical Activity: How to Create a Brand Name
Practical Writing: Questionnaire

Unit 5 Advertising
Practical Learning
Practical Reading
Text A: The Digital Trends That Are Reshaping Advertising
Text B: Tips on Creating a Catchy Slogan for Your Business
Case Study: Why "A Diamond Is Forever" Has Lasted So Long
Practical Activity: How to Advertise a Product
Practical Writing: Notice and Announcement

Unit 6 E-commerce
Practical Learning
Practical Reading
Text A: Different Types of E-commerce Businesses
Text B: Future of E-commerce on Mobile Devices
Case Study: Alibaba's Singles' Day
Practical Activity: How to Set up Your WeChat Store
Practical Writing: Email

Unit 7 Business Travel
Practical Learning
Practical Reading
Text A: The Upside and Downside of Business Travel
Text B: Tips for Booking a Hotel on the Cheap
Case Study: Tales from My First Business Trip
Practical Activity: How to Book Airline Tickets and Hotel Rooms
Practical Writing: Letter of Hotel Reservation

Unit 8 Customer Service
Practical Learning
Practical Reading
Text A: Improving Your Customer Service
Text B: Handling Customer Complaints
Case study: Building Customer Value
Practical Activity: How to Make and Handle Customer Complaints
Practical Writing: Letter of Claim-settlement

Unit 9 Business Etiquette
Practical Learning
Practical Reading
Text A: The New Rules of Business Etiquette
Text B: The Art of a Mannerly Business Meal
Case Study: Germans in Business Negotiations
Practical Activity: How to Behave Properly in the Workplace
Practical Writing: Letter of Invitation

Unit 10 Corporate Culture
Practical Learning
Practical Reading
Text A: The Importance of a Corporate Culture
Text B: How to Attract and Retain Top Talents
Case Study: How WD-40 Created a Learning-Obsessed Company Culture
Practical Activity: How to Plan a Corporate Event
Practical Writing: Business Report

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