体验商务英语3教案-Unit-2-1st

1一、教案头编号：授课班级：授课日期：年月日年月日年月日本次课标题：Unit2Brand(Vocabulary&Listening&Reading)教学目标能力（技能）目标知识目标1.Comprehendtheconceptofbrand2.Describetheadvantageanddisadvantageofbrand3.Putthewordsandexpressionsassociatedwithbrandmanagementintouse4.Notedownwhatbrandingis5.Readforinformationoffashionpiracy1.Conceptofbrand2.Advantageanddisadvantageofbrand3.Wordsandexpressionsassociatedwithbrandmanagement4.Listeningforbranding5.Readingforfashionpiracy能力训练任务及过程1.GreetSsandintroducetheassignmentsofthesetwoperiods.2.Lead-in:Startingup.3.Vocabulary:Brandmanagement.4.Listening:Whatisbranding?5.Reading:Fashionpiracy.参考资料Teacher’sResourceBook（高等教育出版社）2二、教学设计步骤教学内容教学方法Activities(学生活动)Time(时间)告知(教学内容、目的）1.Lead-in:Startingup2.Vocabulary:Brandmanagement3.Listening:Whatisbranding?4.Reading:Fashionpiracy讲授2m引入（任务项目）Lead-in:StartingupQ1:Aretheyinternationalornationalbrands?Q2:Whatimageandqualitiesdoeseachonehave?Q3:Dotheproductshaveanythingincommon?Q4:Forexample,whenyoubuyjeans,doyoualwaysbuyLevis?提问Ssanswerthequestions.5m操练（掌握初步或基本能力）Vocabulary:BrandmanagementTheseexercisesdealwithsomecollocationsofthewordbrand.练习Ssmatchthewordstothemeanings.20m深化（加深对基本能力的体会）Listening:Whatisbranding?Thislisteningcomesfromanauthenticinterviewwithamarketingspecialist.Theexercisesfocusonpredictionandlisteningforinformation.听力理解Sslistentothetapeandnote.25m归纳（知识和能力）1.Differentwordsandphrasesdescribingbrandmangement.2.Processofbranding.讲授Sshaveashortsummary.5m训练(巩固拓展检验)Reading:Thisarticle,adaptedfromtheFinancialTimes,looksatCalvinKlein’sattemptstodealwithcounterfeitproducts.Thecomprehensionexercisesdevelopreadingforinformation.阅读理解Ssreadthearticleandfinishtheexercises.28m总结1.Brand.2.Fashionpiracy.归纳讲述Ssreviewwhattheyhaveleanrt.3m作业AskSstofinishExercisesonP15VocabularyC2m后记3PeriodI:Vocabulary&Listening&ReadingSteps（步骤）Methods&Tasks（方法、任务）Introduction1.Vocabulary:Brandmanagement2.Listening:Whatisbranding?3.Reading:FashionpiracyStepOneLead-in:StartingupQ1:Aretheyinternationalornationalbrands?Q2:Whatimageandqualitiesdoeseachonehave?Q3:Dotheproductshaveanythingincommon?Q4:Forexample,whenyoubuyjeans,doyoualwaysbuyLevis?StepTwoVocabulary:BrandmanagementPartA:1)TellSsthattheyaretolearnsomewordsassociatedwithbrand.2)Giveanexampletogetthemstarted.3)Dictatethewordsfromthebookinalphabeticalorder:awareness,classic,image,leader,loyalty,luxury,manager,stretching.4)InstructSstocompareanswersinpairs.5)GetSstodotheexerciseindividually,comparingtheiranswersinpairsastheyfinish.6)Gothroughtheanswerswiththewholeclass.1.luxurybrand.2.brandmanager3.brandleader4.classicbrand5.brandimage6.brandloyalty7.brandstretching8.brandawarenessPartB1)AsinExerciseA,Ssdotheexerciseindividually,thencompare.2)Gothroughtheanswerswiththewholeclass.1.classicbrand2.brandawareness3.brandimage4.luxurybrand4StepThreeListening:Whatisbranding?Part11)Workingindividually,Sscompletethegapsasmanyastheycan.2)Sscomparetheiranswersinpart.3)SslistentoPart1.Playtherecordingonceortwiceandthengothroughtheanswerswiththewholeclass.1.name2.differentiate3.competitors’4.quality5.synergy6.moneyPart21)Workinginpart,askSstoguesswhatmightbemissingfromthesummary.2)Sslistentopart3andchecktheirperdictions.3)Gothroughtheanswerswiththewholeclass.Customerswant:1.newbrands2.choice3.differentproductsCustomersliketo:1.relyonthequalitylevelsguarantedbythecompany.2.trustporducts.3.identifywithbrands.StepFourReading:FashionpiracyPartA1)PutSsintopairsorsmallgroupstodiscussthequestions.2)Gothroughthequestionsbrieflywiththewholeclass.PartB1)GetSstoclosetheirbooks.2)Writetheheadlineofthearticleontheboard.3)Notethatfashionvictimisaplayonwords.CalvinKleinisafashioncompanyandavictimofpiracy,butafashionvictimisnormallysomeoneabsessedwithfashion,especiallyclothes.4)AskSswhattheythinkthearticleisabout.5)GetSstolistwordstheythinkmayappearinthetext.6)Workingwiththewholeclass,getSstocalloutthewordsfromtheirlist,plusanyotherstheythinkof.1c)2d)3e)4f)5g)6a)7i)8b)9j)10h)Conclusion1.Brand.2.Fashionpiracy.HomeworkAskSstofinishExercisesonP15VocabularyCpostscript