跨文化商务交际教案.docx

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1、教案首页授课内容所需课时主要教材或参考资料教学目标教学重点教学难点教学方法教学内容准时间安排学习指导作业及思考题Chapter 5Intercultural Business Writing4 学时跨文化商务交际 其次版高等教育出版社2023 年出版学问目标：1. 理解学习跨文化商务写作技巧的重要性；2. 通过案例赏识理解跨文化商务写作的特点；3. 把握跨文化商务写作的根本规章；4. 学习跨文化商务沟通相关词汇。力量目标：使学生在理解沟通和商务沟通的根本理论的根底上，培育其文化意识与跨文化交际力量。德育目标：1. 提高学生对文化差异的敏感性、宽容性和处理文化差异的敏捷性， 培育学生跨文化交际力

2、量；2. 激发学生对中西方沟通形式差异的思考。跨文化商务写作的根本规章和文化因素假设选择表达信息最适宜的书面表达方式1. 多媒体教学2. 争论法3. 讲授法4. 视频观看Part 1 The Importance of Writing in Intercultural Business1 学时Part 2 Cultural Consideration in Planning Business Messages1 学时Part 3 Cultural Consideration in Organizing Business Messages1 学时Part 4 Cultural Considera

3、tion in Format and Layout of Business Letters1 学时1. 预习本章教学内容并完成课前学习任务；2. 复习并把握本章相关理论学问；3. 通过相关练习题稳固学问；4. 通过商务对话练习和案例分析进一步理解本章理论与学问。Preview：Previewing the next Part . Oral Practice：Practicing a conversation on intercultural business communication.教研室批阅意见同意上述安排。教研室主任签字：200 年 月教学程序教学的根本内容 (1)Warm-up Ac

4、tivitiesWhats wrong with the following business messages?1. You are requested to make us the most favorable offer, stating origin, packing, detailed specifications, quantity suppliable and the earliest time of shipment. (Courtesy)2. Please let us know what you wish us to do about this matter as soon

5、 as possible.(Clarify)*7C Principles in business writing:Consideration, courtesy, clarify, conciseness, correctness, concreteness, completeness.I. The Importance of Writing in Intercultural Business1. Be Aware of the Importance of Writing in BusinessCompared with listening, reading, or speaking, wri

6、ting takes the least share of the business hoursaround 9 percent.Percentage of Communication TimeWriting Speaking Reading ListeningHowever, it takes a noticeable share in ICBC for 4 reasons: Compared to oral communication, it is more accurate, convincing, economical and efficient Compared to oral co

7、mmunication, it involve more creative effort The technological revolution over the last decade has had a tremendous impact on intercultural communication practices. As businesses become more global, they are challenged every day with communicating across culture.2. Be Aware of the Cultural Differenc

8、es in the Conventions of Business WritingWritten communication reflects the writers cultural background and values:时间安排教学方法10 mins: Warm up10 mins: ExplanationCountryCultural objectivesAmericanProvide information;JapaneseSeek information; Offer proposalArab Information exchange15 mins: Group studyOp

9、eningSeekcommitments and actionDirect to objectiveOffer thanks;ApologizePersonal greetingContentFactual; actionPlanofSpecific questions; Solicit informationBackground information; Indirect to subjectPersuasionImmediategainorloss of opportunityWaitingPersonal connections; Future opportunityNonverbal

10、communic ationClosingUrgency;Short sentencesAffirmative; Specific requestModesty;MinimizeLengthy;standing;Elaborate expression; Letterhead or marksMany signaturesMaintain harmony;Future relationship; Future relationshippersonal greetingApplied cultural valuesEfficiency; Directness; ActionPoliteness;

11、 Indirectness; RelationshipStatus; Continuation; Acknowledgement; WishesMost American letters will explain the purpose within the first two paragraphs. In closing a letter, Americans will clearly state the action or commitment they expect and give a clear time frame for your response. Finally they m

12、ay sign using their first name, emphasizing quality.British business writing practices follow the traditional formal arrangement that consists of a brief beginning paragraph referring to the purpose of the letter and, if applicable, gratitude for previous communication or business dealings. The cont

13、ent of the short closing paragraph is determined by the main message and is used to establish an atmosphere of courtesy and goodwill.II. Cultural Consideration in Planning Business Messages1. Defining PurposeAll business messages have a general purpose: to inform, request, record, or persuade.The hi

14、ghest goal of communication in the Eastern cultures is to achieve propriety. Discourse features such as over-politeness, implicitness, indirectness and modesty are commonly found in Chinese, Korean, and Japanese messages.The highest goal of communication in the West is to achieve the practical coope

15、ration from others that is necessary for self-realization. They emphasis on clarity, directness and assertiveness in Western communication.2. Analysing Intercultural Audiences(1) You must consider the following factors that may influence the receiving of your message: Writer-reader relationships inf

16、luence how a message is interpreted. The content of a message needs to be appropriate to the reader being addressed.10 mins: Explanation20 mins: Group study A readers emotions for reading a document can influence how it is received. The information in a message must meet the readers needs. Conventio

17、ns for writing may be adopted or adapted for an audience. Concrete factors, such as impending deadlines and time available, can influence the level of attention a reader can pay to a writers concerns. Readers may either resist or cooperate with the writers message. When analyzing audiences, you cons

18、ider various factors, such as the cultural background, cultural values, communication styles, as well as characteristics of the audience, the writer-reader relationship, the message itself and the occasion for communicating.(2) Communicating successfully with an intercultural audience goes beyond av

19、oiding idioms, jargon, long words, complicated sentence and so on. To be clearly understood across cultures, we should consider the following questions: Does your audience think the same way you do? Does your audience learn the same way you do? Does your audience define good communication the same w

20、ay you do? Does your audience perceive graphics the same way you do? Does your audience handle everyday business situations the same way you do?3. Selecting a Channel and MediumThere are channels of written internal communication (memos, e-mails, faxes,networked intranet bulletin boards, printed rep

21、orts, and other documents), written external communication (faxes, e-mail, letters, press releases and customer communication) and oral communication (telephone, voice messages, tele-conferences, and meetings).(1) The following table tells when to choose a written channel or an oral channel is most

22、appropriate in general cases.A written channel is best whenAn oral channel is best when You need no immediate feedback You want immediate feedback form Your message is detailed and the audiencecomplex, and it requires careful Your message is relatively simple planningand easy to accept You need a pe

23、rmanent, verifiable You need no permanent record record You can assemble your audience Your audience is large and conveniently and economicallygeographically dispersed You want to encourage interaction You want to minimize the distortionto solve a problem or reach a decision that can occur when a me

24、ssage passesorally from person to persone.g. If your message is urgent, you ll probably choose to use the phone, email or an instant message.If you want to emphasize the confidentiality of your message, use voice mail rather than a fax, a letter rather than a memo, or address the matter in a private

25、 conversation rather than during a meeting.(2) Electronic mail:Email is one of the most preferred modes of written business correspondence, and is an accepted form of business communication in most cultures. It is convenient, fast and eco-friendly.These guidelines should be followed when using email

26、 as the channel of written communication:20 mins: Group study Use a professional email address if you are not sending from a corporation. Be aware of who will be receiving the email. Make proper use of the subject line. Use the “urgent” flag only when necessary. Keep the document length to one scree

27、n if possible. Proofread the document for spelling and grammar. Close the document professionally.(3) Instant messaging:It is a real-time communication that can be used to discuss potential meeting times, remind employees of meetings and allow for the facilitation of simple business questions. Profe

28、ssionalism must be exercised when using electronic business communication channels.(4) MemosMemos can be written to file or as reminders to oneself. They can be formal or informal in tone. Hard-copy memos are also, perhaps primarily, channels for managerial communication downward. In explicit, low-c

29、ontext, contract cultures a memo may have the force of a written agreement.(5) FaxesFaxes are still used widely in intercultural business, especially when an original document, or a document containing a signature, is required. Faxes are generally formal business documents that are drawn up for cont

30、ractual purposes and strictly adhere to intercultural business protocol.Assignment:1. Preview Part 3.2. Review the terms and key points in this part.5 mins教学程序教学的根本内容 (2)Review the channels of communication mentioned in the previous part:Email FaxesInstant messages MemoReportTele-conference Voice me

31、ssage PhonePress releaseCustomer communication Business letterIII. Cultural Consideration in Organizing Business MessagesFour guidelines can help to recognize a well-organized message by American standard. Make the subject and purpose clear. Include only information that is related to the subject an

32、d purpose Group the ideas and present them in a logical way. Include all the necessary information.Although many types of written communication are specialized, most can be classified by function into three categories: Routine, good-news and goodwill messages Bad-news messages Persuasive messages.1.

33、 Organizing Routine, Good-news and Goodwill MessagesThere are linear and nonlinear language and deductive and inductive patterns. Linear and deductive are more direct while nonlinear and inductive are more indirect. A direct pattern is favored largely by result-oriented cultures such as the US, whil

34、e an indirect pattern is favored by relationship-oriented cultures such as Asia, Latin America, Arica and the Middle East. According to direct patterns, clarity and conciseness are keys to successful business writing style. The indirect plan, or an inductive pattern, does not put the main message in

35、 the first sentence. It has other priorities than the quick delivery of ideas, such as nurturing a relationship or developing other context for the message. E.g. developing a context for communicating information is very important to members of Asian cultures.时间安排教学方法5 mins: Revision5 mins: Brief in

36、troduction10 mins: ExplanationThe direct plan in good-news and goodwill messages2. Organizing Bad-news MessagesBusiness communicators cant just say no, especially in cultures where harmony and saving face are important. Even in the US, bad news is generally presented in anindirectfashion.Whenconveyi

37、ngnegativeinformation,business communicators characteristically use certain vocabulary - positive words and phrases - and avoid “you “and other personalized language which is illustrated in the following examples.e.g. ( 181)Instead of sayingSay10 mins: Group studyI dont think I should have to remind

38、 you that the deadline for getting me this information was last Monday.You cannot automatically transfer funds from your saving to your checking account to cover your bad checks.Informationaboutpersonal achievementshadtobeinby Monday, October 10, to be published in the November issue.The automatic t

39、ransfer of funds between various types of accounts is outside the capacity of our current computer system and our current procedures for managing accounts.Business communicators traditionally subordinate negative information in a sentence.They also limit the space devoted to negative information in

40、a message and, correspondingly, reserve space for emphasizing the positive.Businesscommunicatorsalsofrequently“sandwich”negativeinformation between information that is neutral or positive.3. Organizing Persuasive Messages(1) Persuasion is different in different cultures, and displaying understanding

41、 and respect for cultural differences will help satisfy the needs of your audience and gain respect.(2) Effective persuasion involves four distinct and essential strategies:10 mins: Explanation Balancing emotional and logical appeals Framing your arguments Reinforcing your position Dealing with resi

42、stance(3) In low-context cultures persuasive arguments are based on objective facts. Inhigh-context cultures, facts are not so objective and impersonal. The person is always a key factor.(4) Persuasion also comes from emotions which are not separable from people.(5) Different persuasion tactics refl

43、ect different cultural values. E.g. Americans respond to time pressure and possibility for opportunity. Therefore, a letter to or from an American may have a statement of that nature to persuade the reader to act quickly.4. Organizing ReportsIn general, business reports can be categorized into three

44、 purposes: Reports that document progress, discussions and actions provide the audience with up-to-date information for background or decision-making. Reports that investigate available options provide the audience with information for decision=making. Reports that evaluate personnel, objects, and p

45、ractices assess impact or recommend changes. People in different cultures have different ideas about how reports should be organized.People from different cultures have different ideas about how reports should be organize. Generally speaking, people from East Asian cultures organize material based o

46、n relationships of elements rather than the linear progression typical of Western thinking.5. Organizing Employment Messages(1) Writing a resume:A resume is a structured, written summary of a person s education, employment background and job qualifications. A resume is a form of advertising designed to help you get an interview for a job.Generally speaking, the key characteristics of a good resume are neatness, sim