创新高职英语 基础教程 综合电子教案U7

PAGE1创新高职英语基础教程综合教案课程名称：_____________________任课教师：_____________________学院：_____________________专业：_____________________班级：_____________________二〇二X年X月U-7No.01AcademicYearTermWeekDuration2periods,90minutesUnitUnit7OverviewUnittopic:MarketingSkillfocus:IntegratedskillsTeacher:Targetstudents:Ages18-20;Grade:1Classsize:TeachingTasksWarm-upReadingA:DefiningMarketingObjectivesKnowledgeSkillValuevocabularyaboutmarketingtactics,purpose,plans,etc.;DeveloptheskillofreadingforgistandspecificinformationinTextA;Word-attackskills.Behonest.FocusandDifficultiesFocus:Vocabularylearningandpractice；Reviewandapplystrategiesforreading:scanning,skimming,word-attacking.Difficulty:Definetheconceptmarketingproperly.ActivitiesQ&APresentation/SharingAutonomouslearningDiscussionBrain-stormingLectureGroupworkTeachingMaterialTextbook:VocationalEnglishStudent’sBookReference:VocationalEnglishTeacher’sBook;Self-accessLearningBookOnlinereferences:8EasyRulestoWriteProductDescriptionsThatSell()MarketingDefinition()Stage&TimingsContentCoverageandInstructionsWarm-up115msStep1WelcomeSstotheclass;Step2Bridge-in:1)TellastorytostimulateSs’predictionaboutthetopicorcontent,arousingtheirinterestinginthisUnitlearning.AStoryofHighBrewCoffeeOntheirwebsite,HighBrewCoffee

tellsthestoryoffounder,DaveSmith.Smithgottheideatosellcoldbrewcoffeeduringasix-monthraftingtripthroughtheCaribbean.Duringtheadventure,Smithandhiswifemanagedtostayalertbydrinkingbold,coldbrewcoffee,packedwithcaffeine.TheHighBrewWebsitenotes,“AtHighBrew,webelievethatgreatcoffeecanhelpyounavigateanythingthedaythrowsyourway.”Here,readingHighBrew’soriginstoryinstantlytransportsreadertoatropicalparadise,coldbrewinhand.HighBrewdoesagreatjobofusingitsoriginstorytoconnectwithcustomersandhelpthemenvisiontakingonnewchallengesandadventures,whiletheliquidgoldknownascoldbrewcoffee.2)Questionsaboutthestory:What’sthestoryremindyou?(Marketing)Whystorytellingmarketingisimportant?(Itisagreatwaytoboostengagementwithyourbrand,encouragepeopletolearnmore,andultimatelybuyyourproductsorservices.)Whataretheelementsofagreatbrandstory?(Personalization;emotion;supportingdate)Doyouhaveanyotherstorytoshare?Forreference:WarbyParkerWarbyParker’s“OurStory”pagetellsthestoryofonefounderwholosthisglassesonabackpackingtrip.Afterspendingasemesterofgradschoolwithoutthemduetotheexpense,hedecidedtocreateaneyewearbrandthatisaffordable,aesthetically-pleasing,andsociallyconscious.Bydesigningglassesin-houseandengagingcustomersdirectly,WarbyParkercanprovideprescriptioneyewearatafractionofthecost.WarbyParker’sstoryprovidesaclearproblem—glassesaretooexpensive.Andthecompanyprovidesasolution—glassesthatlookgreat,functionwell,andareproducedbyacompanythatinvestsingivingbacktothecommunity.Warm-up1Step3AskSsthinkaboutthequestion:Wheredoyougettheinformationofgoodsorservices?Step4HelpSstoknowvariousmeansofofflinemarketing.(P146)1)SsreadtheinstructionofWarm-up2)Ssmatchthewordstothepictures.3)Invite1–2Sstopresenttheiranswers.Warm-up215msWarm-up2Step1Shareyourknowledgeaboutdigitalmarketingwithyourpair.Digitizationhasdramaticallyalteredthemarketinglandscape.DigitalmarketingareallmarketingactivitiesthatuseanelectronicdeviceortheInternet.Step2Ssarerequiredtomatchthetypesofdigitalmarketingtotheirdefinitionsinordertoknowvariousmeansofdigitalmarketing.1)SsreadtheinstructionofWarm-up;2)Ssmatchthephrasestothedescription;3)Invite1–2Sstopresenttheiranswers;4)Ssworkinpairs;5)Ssdiscussinpairstocompletethesentenceusingthephrasesgivenabove;6)Invite1–2pairstopresenttheiranswers.Step3Whatelsedoyouknowaboutdigitalmarketing?Forreference:No.TypesofdigitalmarketingExplanationoftheterms1ContentMarketingItisatypeofdigitalmarketingthatfocusesoncreatinganddistributingcontentforatargetaudience.2SearchEngineMarketing(SEM)SEMreferstoaformofdigitalmarketingthataimsatincreasingthevisibilityofawebsiteinsearchenginesbyusingpaidmethods.3AffiliateMarketingBasically,affiliatemarketingisatypeofdigitalmarketingwhereapersonpartnersupwithotherbusinessesinordertoreceiveacommissionforthetrafficthatgeneratesforthisbusiness.

4RadioadvertisingWhileconsidered“old-fashioned”bysome,radioadvertisingmightstillbeapowerfulmedium,especiallyforB2Ccompaniesandlocalbusinesses.Tocreatesuccessfulradioadvertisingstrategy,youhavetoknowyourtargetaudience,createagreatscript,hireaprofessionalvoicetalentforthejob,andgetyourtimingright.Radioadvertisingisalsorelativelycheap,asyoudon’tneedtoproducefancyvisuals:yousolelyrelyonyourcustomers’imagination.5TelevisionAdvertisingIt’sstilloneofthemostpopularmediumtypes.Itreachespeoplefasterthan,say,newspapersorradio.Duetothepowerfuleffectvideohasonhumans,itmightalsobeveryeffective.ReadingAPre-reading10ms1.Theteachergivespre-readingquestionstoSs:What’sthedefinitionofmarketing?What’sthepurposeofmarketing?Forreference:KeypointsMarketingreferstoallactivitiesacompanydoestopromoteandsellproductsorservicestoconsumers.Marketingmakesuseofthe“marketingmix”,alsoknownasthefourPs—product,price,place,andpromotion.Atitscore,marketingseekstotakeaproductorservice,identifyitsidealcustomers,anddrawthecustomers’attentiontotheproductorserviceavailable.2.ElicitdiscussionamongSsonthequestions;3.Ssexchangetheiropinionandlearnfromeachother.While-reading30msSsreadTextAtocatchthemainideaofthetext,andanswerthequestion:Howtodefinetheword“marketing”?Sscancomparewhatthey’velearntaboutthequestionfromthetexttotheirpriorunderstanding.2.It’sadvisablefortheteachertoremindtheSsofthereadingskill:Getthemainideasforthesubtitlesinblock.3.Ssunderlinetheirnewwordsandexpressions.Trytoworkouttheirmeaningfromcontextorwiththehelpofanonlinedictionary.Keywords:definestrategypersuasiveobjectiveideationcampaignquantifiableinitiatedemandingoptimaldisplaydistribution4.TeachercandosomeexplanationwiththereferenceofLanguagePointsinTeacher’sBookonP113-115andWordStudyinSelf-accessLearningBookonP95-96.5.Readthetextagainwithemphasisontheelementsof4Psofmarketing,anddealwithStep1onP150.Forreference:6.SsthendealwithStep2AonP150aboutproductsanalysisanddescription.AskSstolookatthepicturesonebyone.Atthesametime,readthetipsgiventoeachpicturecoveringproducts,strengthsandprices.CheckwithSswhethertheyunderstandtheproducts’strengths.AskSstodescribethesefourproductswiththegiveninformation.Trytohighlightthestrengthsinsteadofreferringtotheweaknesses.GiveSsseveralminutestowriteandoffersomehelp.Invite2–4Sstogiveanoraldescription.GivealittleexplanationandperfectionafterwardsForreference:You'llwanttoanswerthesequestionsinaproductdescription:Whatisyourcompany'smainmessage?Whodoesthisproductserve?Whatarethebenefitsofusingthisproductoverothersimilarproducts?Whywouldpeoplebeinterestedinbuyingthisproduct?Howwouldyoudescribetheexperienceyou'reselling?Example:7.Ssthinkaboutthetargetconsumersofeachproduct.Makeacustomers’profileforeachproduct.AskSswhatkindofpeopletheywillassociatewithwhenlookingatthosepictures.ChooseanotherproductasanexampletoelicitSs’opinionswithillustration.CheckwithSswhethertheyunderstandtheitemsintheform.GiveSsseveralminutestowriteandoffersomehelp.Invite2–4Sstogiveanoraldescription.Givealittleexplanationafterwards.Post-reading15ms1.Onlineresearch:1)marketresearch2)marketingquestionnaire2Ssarerequiredtocollectandsharetheinformationontheaboveitem,offeringhelptoeachother;3Sslearntoproduceanefficientquestionnaire.(P152Step3)AskSstostudyCareerFocus(P152)andthesamplequestionnaire(P153)carefully.InstructSstonamethequestionnaire.AskSstostartoffbymakingalistofquestionstheyneedtoaskonasheetofpaper.RemindSsthattheirquestionsshouldreflecteachelementofthe4P.AskSstobearinmindthatthequestionsshouldnotbetoopersonalorembarrassing.AskSstothinkcarefullyabouttheorderofthequestions.RemindSstorefertothelearningresourcesonP515angtomakeiteasyforpeopletocomplete.Forexample,"yes/no"ormultiple-choicequestionscanbeused.OfferSsmoresamplequestionnairesfortheirself-learning.3.Invite1–2pairstosharetheirworkwiththeclass.BothTandSScanoffertheirevaluationabouttheirperformances.Assignment5ms1.Vocabulary:vocabularyonmarketing2.Groupwork:distributeandcollectthequestionnaires,andthenanalyzeandprepareforthelaterreport(P155Step5);3.Getfamiliarwiththeformatofsurveywritingwithonlineresources.ReflectionU-7No.02AcademicYearTermWeekDuration2periods,90minutesUnitUnit7OverviewUnittopic:MarketingSkillfocus:IntegratedskillsTeacher:Targetstudents:Ages18-20;Grade:1Classsize:TeachingTasksReviewReadingB:AmazingMarketingStrategiestoFuelYourBusinessGrowthObjectivesKnowledgeSkillValueEnlargevocabularyonmarketingstrategies;Reviewgrammar:attributiveClauseGetthemainideaofTextB;Thinkcriticallyonthetopic.Enhanceinformationliteracy.FocusandDifficultiesFocus:Grammarrulesonattributiveclause;Difficulty:Analyzelongorcompoundsentencesfromthetext.ActivitiesFeedbackLectureQ&ASharingE-readingOnlineresearchTeachingMaterialTextbook:VocationalEnglishStudent’sBookReference:VocationalEnglishTeacher’sBook;Self-accessLearningBookOnlinereferences:IKEAMarketingStrategyandpractices:ACasestudy()[MarketingStrategy]LiNing--AnythingisPossibleCaseStudyAnalysis&Solution()Stage&TimingsContentCoverageandInstructionsReview15msChecktheassignmentofStep3onP152:Sslearntofindouttheresultsofmarketresearchbyanalyzingquestionnaires.•AskSstoprocessthedatatheyhavecollected.•AskSstodiscussingroupstogetaconclusionfromthestatisticsanddecidewhatactionshouldbetaken.•Askeachgrouptowriteareport.•InvitethegroupstoreadtheirreportPre-reading15ms1.Approachthetopic:Recallwhatyou’velearntfromthediscussioninclassbefore(P147Warm-up2);Whatstrategiescanbepowerfulforbusinessfastgrowing?2.Ssarerequiredtodoresearchonlineaboutthepropermarketingstrategiesorcertaincasesofanycompanies,andsharewitheachother,whichcanbehelpfulfortheirgoodunderstandingofthetextitself.3.ReadTextBandcompareyourideawiththatoftheauthor’s.4.Practiceword-attackskill:guessthemeaningofthefollowingwordsfromcontextandwordformation:SslocatethewordsfromEx.1onP159whilereadingthetext;Guessthemeaning,andthencheckyourunderstandingwiththehelpofadictionary;FinishExs.1-3onP159.While-reading35msShortlectureonnewwordsandexpressionandanalyzedifficultorlongsentences;Words:executefeasibledefiniteappropriatevisibilityauthorityleverageaffiliatePhrases:bepassionateabouttakesb.seriouslyEncouragepeerorgroupworkfordeepunderstandingofthetextandlistthemoreeffectivemarketingstrategiesandcompleteEx4onP157(Ex2onP85);Teacheroffersthekeysandchecktheirreadingcomprehension.EvaluationandremedialteachingbasedontheSs’responseindealingwiththeExercises.Post-reading25msDoexplorationonthetopic:SsreadmoreabouttheIvyLeagueschoolsbyclickingthelinks:IvyLeagueSchools|BestColleges|USNewsDo“LanguagePractice”onP160-161andchecktheanswers.Assignment5ms1.GrammarexerciseonP163.2.UnderlinetheattributiveclausesinTextsA&Bandanalyzethefunctions;3.Review:vocabulary.4.Preview:promotionplanReflectionU-7No.03AcademicYearTermWeekDuration2periods,90minutesUnitUnit7OverviewUnittopic:MarketingSkillfocus:IntegratedskillsTeacher:Targetstudents:Ages18-20;Grade:1Classsize:TeachingTasksListeningSpeakingWritingObjectivesKnowledgeSkillValueEnlargevocabularyontheunittopic.Listeningforgeneralinformationanddetails;TalkingaboutcourseselectionWritingapromotionplan.Offergoodservice;beskillfulatwork;beversatile.FocusandDifficultiesFocus:Locatethekeywordswhilelistening;Summarizingskill;Elementsofapromotionplan;Difficulty:Listeningcomprehension;promotionplan.ActivitiesRoleplayQ&AbrainstormingGroupdiscussionPresentationTeachingmaterialTextbook:VocationalEnglishStudent’sbookReference:VocationalEnglishTeacher’sbook;Self-accessLearningBookOnlineReferences:HowToWriteaMarketingPlan:AStep-by-StepGuide(WithExamples)|IStage&TimingsContentCoverageandInstructionsFeedback15msChecktheassignment.Layemphasisonthedefinitionandexamplesontheattributiveclause.DefinitionofattributiveclauseUsageofrelativepronounsandadverbswhothatwhichwhosewhomwherewhenwhyExamples:Sheisthepersonwhostolemybag.Sheisthepersonthatstolemybag.Thezoo,whichwasbuiltsevenyearsago,isoneofthebestinthecountry.John,whohadtakenhismedicine,laiddownandslept.Listening30msExplaintheskillsoflocatingthekeywordsinlistening;2.GuideSstodealwithlisteningExs.1-4onP163-164:Blankfillingwithkeywords(Exs.1-3),payingattentiontotheexpressionsindifferentsituations;Rearrangetheorderofthesentencesaccordingtothedialogueyourheard.(Ex.4).HelpSswithsomenewwordsinpassagelisteningThenSssummarizewhatthey’veheardfromthepassagesorconversation.Nominate2-3Sstosharetheirsummarywithfocusonthesuggestionsforproductspromotion.Speaking20ms1.SsgetfamiliarwiththesentencesintheframeonP165andcompletethedialogueonproductpromotion;2.TeachercanscaffoldSswithmoreusefulexpressions.Forreference:Someofthebestandcatchymarketingslogans“Americanbybirth.Rebelbychoice”——HarleyDavidson.“Connectingpeople”——Nokia.“OpenHappiness”——CocaCola“Betweenloveandmadnessliesobsession”——CalvinKlein.“Seewhatwemean”——Canon“IamwhatIam”——Reebok.“Thecustomerisalwaysandcompletelyright.”——Marks&Spencer.“Makebelieve”——Sony“Attheheartoftheimage”——Nikon.“Solutionforasmallplanet”——IBM“Liveinyourworld.Playinours”——Playstation.“Thehappiestplaceonearth”——Disneyland.“Impossibleisnothing”——Adidas.“Challengeeverything”——ElectronicArts“It’severywhereyouwanttobe”——Visa“Grace,space,pace”——Jaguar“Buyit.Sellit.Loveit.”——EbayAlistofmarketingphrases.Advertisingcatchphrasesthatsell.100%money-backguaranteeSavemoneyPricescutinhalfPaynothingActnowTryBeforeYouBuyCost-effectiveTreatyourselfSafeandeffectiveScientificallyprovenBuyone,getonefreeRealresultThefutureofthe…FreetrialNoRiskFreeshippingBeoneofthefewFreedownloadsNoObligationLimitedsupplyLimitedofferTalktoanexpertAward-winningSame-daydeliveryBethefirsttohearaboutitExclusiveoffersApplytobeoneofourbetatestersTodayonlyOnly3leftBest-sellingCertifiedGuaranteedThepowerto…Thepowerof..InspirationproductsEasytouseDiscoverthebeautyof…BargainBecomeamemberJoinSuppliesrunningoutOnlyavailablehere3.Ssroleplaythe