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商务英语写作

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.

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商务英语写作

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  1. 商务英语写作 胡云坤 May 26, 2007

  2. 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

  3. 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)

  4. Part 1 Fundamentals • Theories related to communications • Human needs • Stroking and Johari window • Theory X and Theory Y • Marketing concept • Intercultural knowledge /SRC

  5. 1.1 Maslow’s Hierarchy of Needs

  6. Human needs • Lower level needs • physiological • Safety • Social Higher level needs • Esteem • Self-actualization

  7. 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

  8. Chapter 1 1.2 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area in Johari Window

  9. 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

  10. 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

  11. 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

  12. Theory Y : • Modern style • Meet higher level needs • Balance control and individual freedom • Lessen the external motivation • E.G empowerment

  13. 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

  14. 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

  15. 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

  16. 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

  17. 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

  18. 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 -

  19. 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

  20. 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.

  21. 2.7 Patterns of Business Writing • Direct order good news and routine news • Indirect order bad news and persuasive messages

  22. 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)

  23. 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.

  24. 3.3 Organization of each unit • Writing principle • Standard letters ( questions) • Samples for analysis • Language for writing - notes - useful sentence patterns Exercises

  25. Part IV Problems to be tackled business writing teaching • Motivation of students • Teaching materials • Teachers’ professionalism • teaching methods --

  26. 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

  27. 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

  28. 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

  29. 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

  30. 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

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