参考资料
1
二、教学设计
步 骤
教学内容
告知
(教学 内容、 目的）
引入
（任务 项目）
1. Lead-in: Starting up
2. Vocabulary: Brand management
3. Listening: What is branding? 4. Reading: Fashion piracy Lead-in: Starting up Q1: Are they international or national brands? Q2: What image and qualities does each one have? Q3: Do the products have anything in common? Q4: For example, when you buy jeans, do you always buy
20m Ss match the words to the meanings.
力）
深化
（加深
Listening: What is branding? This listening comes from an authentic interview with a
听力 理解
25m
对基本 marketing specialist. The exercises focus on prediction and
Ss listen to the tape and note.
能力的 listening for information.
体会）
归纳
（知识 和能 力）
训练
(巩固
拓展 检验)
总结
1. Different words and phrases describing brand mangement. 2. Process of branding.
1. Brand. 2. Fashion piracy.
讲授
阅读 理解
归纳 讲述
5m Ss have a short summary.
28m Ss read the article and finish
the exercises.
Ss review what they have 3m leanrt.
Part A: 1) Tell Ss that they are to learn some words associated with brand. 2) Give an example to get them started. 3) Dictate the words from the book in alphabetical order: awareness, classic, image, leader, loyalty, luxury, manager, stretching. 4) Instruct Ss to compare answers in pairs. 5) Get Ss to do the exercise individually, comparing their answers in pairs as they finish. 6) Go through the answers with the whole class. 1. luxury brand. 2. brand manager 3. brand leader 4. classic brand 5. brand image 6. brand loyalty 7. brand stretching 8. brand awareness
训
2. Lead-in: Starting up.
练
3. Vocabulary: Brand management.
任
4. Listening: What is branding?
务
5. Reading: Fashion piracy.
及
过
程
Teacher’s Resource Book （高等教育出版社）
into use
目
4. Note down what branding is
5. Reading for fashion piracy
5. Read for information of fashion
标
piracy
能
力
1. Greet Ss and introduce the assignments of these two periods.
Introduction 2. Listening: What is branding?
Step One Step Two
3. Reading: Fashion piracy Lead-in: Starting up Q1: Are they international or national brands? Q2: What image and qualities does each one have? Q3: Do the products have anything in common? Q4: For example, when you buy jeans, do you always buy Levis? Vocabulary: Brand management
Part B 1) As in Exercise A, Ss do the exercise individually, then compare. 2) Go through the answers with the whole class. 1. classic brand 2. brand awareness 3. brand image 4. luxury brand
1. new brands 2. choice 3.different products Customers like to :
1.rely on the quality levels guaranted by the company. 2.trust porducts. 3.identify with brands.
2. Advantage and disadvantage of brand
disadvantage of brand
3. Words and expressions associated with
学
3. Put the words and expressions
brand management
associated with brand management 4. Listening for branding
一、教案头
编号：
授课班级：
ቤተ መጻሕፍቲ ባይዱ
授课日期： 年 月 日
年月日
年月日
本次课标题：Unit 2 Brand
(Vocabulary & Listening & Reading)
能力（技能）目标
知识目标
1. Comprehend the concept of brand 1. Concept of brand
教
2. Describe the advantage and
1. Brand. 2. Fashion piracy. Ask Ss to finish Exercises on P15 Vocabulary C
postscript
4
作业 Ask Ss to finish Exercises on P15 Vocabulary C
2m
后记
2
Period I: Vocabulary & Listening & Reading
Steps （步骤）
Methods & Tasks（方法、任务）
1. Vocabulary: Brand management
Levis?
教学 方法 讲授
提问
Activities (学生活动)
Time (时间)
2m
5m Ss answer the questions.
操练
练习
（掌握 初步或 基本能
Vocabulary: Brand management These exercises deal with some collocations of the word brand.
3
Step Three
Listening: What is branding? Part 1 1) Working individually, Ss complete the gaps as many as they can. 2) Ss compare their answers in part. 3) Ss listen to Part 1. Play the recording once or twice and then go through the answers with the whole class. 1. name 2.differentiate petitors’ 4.quality 5.synergy 6.money Part 2 1) Working in part, ask Ss to guess what might be missing from the summary. 2) Ss listen to part 3 and check their perdictions. 3) Go through the answers with the whole class. Customers want:
Step Four
Conclusion Homework
Reading: Fashion piracy Part A 1) Put Ss into pairs or small groups to discuss the questions. 2) Go through the questions briefly with the whole class. Part B 1) Get Ss to close their books. 2) Write the headline of the article on the board. 3) Note that fashion victim is a play on words. Calvin Klein is a fashion company and a victim of piracy, but a fashion victim is normally someone absessed with fashion, especially clothes. 4) Ask Ss what they think the article is about. 5) Get Ss to list words they think may appear in the text. 6) Working with the whole class, get Ss to call out the words from their list, plus any others they think of. 1 c) 2 d) 3 e) 4 f) 5 g) 6 a) 7 i) 8 b) 9 j) 10 h)