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商务英语写作
胡云坤 May 26, 2007
Outline
• Part I Fundamentals of business writing
• Part II Criteria for effective business Writing
• Part III Contents and formations of the book
• Part IV Problems to be tackled in this course
• Part V Requirements for teachers
Books that has influence on me
• Basic Business Communication (1991)
• By Raymond V. Lesikar
• Business communication ( 1998) ( 2005)
By Carol M. Lehman ( Thomson publishing house)
Part 1 Fundamentals
• Theories related to communications– Human needs – Stroking and Johari window– Theory X and Theory Y– Marketing concept – Intercultural knowledge /SRC
1.1 Maslow’s Hierarchy of Needs
Human needs
• Lower level needs – physiological – Safety – Social
Higher level needs - Esteem- Self-actualization
1.2 stroking and Johari window
• Stroking
• Transactional term ( 相互作用分析) for identifying the way others give recognition to a person
• Positive stroke , E.g. receiving congratulatory phone calls or letter
• Negative stroke, E.g. receiving hurtful comments
1.2 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area
in Johari Window
Chapter 1
1.2 Johari window
• 1. Free or open area---what we know about ourselves and others about us.
• 2. blind area--- others know about us , but we don’t know about ourselves
• 3. hidden area --- Things we know about ourselves ,other don’t know
• 4. unknown area--- things we don’t know and others don’t know about us
• The purpose is to expand the open area , decrease the bind and hidden area , therefore leading to higher level of interpersonal sharing.
• Trust is something that must be earned.• Trust and openness lead to better
communication between two people • In business we aim at both task –oriented
communication and emotional communication
1.3 X theory and Y theory of management styles
• Theory X :
• traditional style,
• meet lower level of human needs, exercise strong control over the employees,
• employ external incentives E. G. job and paycheck
• Theory Y :
• Modern style
• Meet higher level needs
• Balance control and individual freedom
• Lessen the external motivation
• E.G empowerment
1.4 Changes in marketing Mix from 4 Ps to 4Cs
• Product ---design or production
• Price and place –distribution
• Promotion--- marketing communication
• The 4ps determine how a good or service is made and provided , how much it cost, where it is distributed and how it is presented in all company communication
4 cs
• Customer –focus on customers wants and needs versus product
• Cost – what it cost a customer to own a product instead of how to price a product ( e. g. car/ considering the repair cost)
• Convenience ---focus how easy it is for customers to acquire the product, rather than how easy for the company to distribute it ( e.g. Coca Cola convince restaurants to offer its products , as well as making them widely available in every type of stores
4cs
• Communication Traditionally promotion has meant sending brand message and offers customers, using one-way communication. The new way of thinking focuses on opening up opportunities for dialogue, from telling and selling to listening and learning
1.5 The self –reference Criterion
• The definition : The unconscious reference to one’s own cultural values
• Cultivate culture awareness and culture understanding
• Learn to be careful about using our own cultural norms to judge people from other cultures
Part II. Criteria for Effective Business Writing
• 2.1 Courtesy --- treating people with respect and concern /employing
- You –view points
- Conversational language
- words of positive effect
- do more than expected
2.2 Correctness - grammar, punctuation, spelling, , using accurate information show respect to the receiver of the messages
2.3 Conciseness – write in the fewest possible words without sacrificing completeness and you-view point –time is money to the customers
-
• 2.4 Clarity –tells the readers exactly what they want and need
- show concern for the readers
- Short sentence, familiar words
2.5 Concreteness – vivid, specific , action verbs
• 2.6 Completeness –Include all the necessary information and data in the message
• Following the six cs standards, you can (1) accomplish your task –get thing done , and (2) maintain goodwill with customers.
2.7 Patterns of Business Writing
• Direct order
good news and routine news
• Indirect order
bad news and persuasive messages
Part III. Organization of the book
3.1 contents Principles of business writing ( 1-2)Letters concerning transactions (3-7)General letters ( 8-9)Office communications ( 10-11) Employment ( 12-14) Proposal and report ( 15-16)Business documents and questionnaires( 17-18)
3.2 purpose
• To inform
• Units 3.4.5.6. 10.11.16
• To persuade
• Units 7.12.13.14.15.16
• To Entertain
• Unit 8.
3.3 Organization of each unit
• Writing principle
• Standard letters ( questions)
• Samples for analysis
• Language for writing
- notes
- useful sentence patterns
Exercises
Part IV Problems to be tackled business writing teaching
• Motivation of students
• Teaching materials
• Teachers’ professionalism
• teaching methods --
4.1 Students motivation for taking the course
• Mostly they are pre-experience learner:
1) Prepare for their future working life in business ( motivated)
2) get credits to graduate ( need to be motivated)
3) Pass BEC test
4.2 Teaching materials
• No text book is perfect in itself or for a particular teaching learning context
• Need to adapt and supplement in some way for particular students and specific teaching contexts
• Authentic materials
• Case study
4.3 Particular nature of business writing teaching
• Is a branch of English for Special purpose
• Is more than specialized vocabulary
• involves with theories of applied linguistics, socio-linguistics, pragmatics, HR management, psychology, cross-cultural communications
4.4 Teaching method
• Substituting • Supplementing • Adapting course book material according to
students interests or needs • Pair writing or group writing planning drafting
revision comment
Part V Requirements for teachers
• Strong interest in your teaching• Proficiency in English language • Knowledge of business communications
and of trade and marketing • Understanding of students’ needs and motives• Skill of class management • Extra efforts at evaluating students performance