“在商言商”商务英语教学法
----上海海事大学 翁凤翔
Teaching BE in a Business
Way（TBW)
翁凤翔简介(1)
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翁凤翔，教授，硕士;
中国国际商务英语研究会副理事长；
中国外语教学研究会专门用途英语专业委员会常务理事；
国际商务英语系主任；
英国伯明翰城市大学商学院客座教授。
出版国际商务、国际贸易、商务英语专著4部，主编国际
商务、商务英语丛书4套18本，辞书两部，商务英语VCD
及教材一套，论文17篇，论文、著作共发表出版50余篇/
本。 主持上海市学科建设项目二项。
翁凤翔简介（2）：
 研究方向：商务英语学、商务翻译学。
 硕士生导师，MTI硕士学位点主任，硕士学位点国际商务文
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献翻译方向负责人，商务英语学科带头人。
2000年6—8月在德国汉诺威参加世博会从事国际商务工作；
2002――2003年在英国伯明翰城市大学商学院做访问教授 ，
并与剑桥大学国际商务英语证书考试中心专家合作进行商务
英语测试课题研究；
2010年7--8月在英国朴茨茅斯大学商学院做商务英语专题研
究；
兼任一些大学客座教授和一些国际公司国际商务顾问；
2011年8月赴韩国进行商务英语调研。
爱好：音乐（小提琴）
My presentation covers:
1. Definition of TBW;
2. How to organize the class under TBW;
3 . Qualifications required of a BE teacher
under TBW.
1.
什么是“在商言商”商务英语教学法？
What is TBW ?
所谓在商言商商务英语教学法，是指在
商务英语教学过程中借用公司经营、管
理方式来组织商务英语教学。
Teaching BE by means of the operation and
management modes of a business, or in the
way an int’l company makes itself go.
2. How to organize the class (1)
Tell the students:
To learn BE in a business way.
(1) Students are customers who have special
needs;
(2) Students are “company employees”.
(3) “Customers” can complain anytime.
(4) “Customers” acquire “product” knowledge
through practice.
2. How to organize the class (2)
1. The class is a “company”/Holding
company.
2. The teacher is the Chairman of the
“company”;
3. Students are in groups, each of which is a
department or branch office or subsidiary.
4. Each group leader is the “manager” of the
department or the GM of the branch.
2. How to organize the class (3)
“Company” organization chart:
Chairman (BE teacher)
Board of Directors
M.D./CEO
(Monitor)
H.R. Dept.
Manager
(Group leader)
Financial Dept.
Manager
(Group leader)
Marketing Dept.
Manager
(Group leader)
Sales Dept.
Manager
(Group leader)
etc.
2. How to organize the class (4)
Chairman: the BE teacher; the legal
person rep.
Board of Directors: the chairman, the CEO,
the department managers. (odd number)
MD/CEO: the monitor.
Dept. manager (at the H.O.): group leader.
Area manager: each member of the team.
2. How to organize the class (5)
How to motivate the “customer”:
1. Offer credit;
2. Ask the “staff” to make “company” rules
and regulations;
3. Combine the lecture with the demands of
the real business world;
4. 2 Ps (No P. no P)
2. How to organize the class (6)
Focus on team work:
1. Group work;
2. Cooperative spirit improvement;
3. Awareness of corporate culture.
2. How to organize the class (7.1)
Start a company:
Each group starts a company:
(1) company GM (team leader);
(2) dept manager (each member of the
company);
(3) company’s profile ;
(4) company’s business line;
2. How to organize the class (7.2)
5. company’s name and history;
6. company’s products, logo;
6. corporate culture;
….etc.
3. “在商言商”商英教学法对教师的要求 (1)
Qualifications required of a BE teacher
under TBW
A BE teacher should work like a/an:
1. businessman (CEO, manager, etc.);
2. actor（playing different roles);
3. scholar (academic researcher);
4. social worker (educator).
3. “在商言商”商英教学法对教师
的要求 (2)
The “businessman” should:
1. acquire enough int’l business knowledge;
2. be familiar with int’l business practice;
3. know how to manage the “company”;
4. know how to motivate his “staff” ;
5. be an excellent business communicator.
3. “在商言商”商英教学法对教师
的要求 (3)
To be a good “businessman” you should:
1. study international business from the
textbooks;
2. establish regular relationship with
companies;
3. have experiences in working for
companies;
3. “在商言商”商英教学法对教师
的要求 (4)
Tips:
We are not “teachers”!
We are “business employees”.
We provide service to our “C”.
Serve the “C” heart & soul !
3. “在商言商”商英教学法对教师的要
求 (5)
“Businessman” s CRM: B 2 C relationship
1. To be aware of the relationship between B
and C;
2. To establish good relationship with C;
3. To maintain the relationship.
3. “在商言商”商英教学法对教师
的要求 (6)
3Cs:
Coordination
Cooperation
Communication
3. “在商言商”商英教学法对教
师
的要求 (7)
1. C is our king!
2. Dealing with complaints of C;
3. Be a good listener of C;
4. Showing great concern for C;
5. Trying to make C be your repeat C;
6. Trying to effect word-of-mouth.
3. “在商言商”商英教学法对教师
的要求 (8)
1. Customer –focused:
2. To know what C wants;
3. To find ways to meet their needs;
4. To get their feedback about your service;
5. To check whether your service meets the
expectations of the service scheme (course
curriculum).
3. “在商言商”商英教学法对教师
的要求 (9)
Actor/actress
1. Act on the platform as if you were playing
the role of a businessman on the stage;
2. Be able to play different roles in the “Play”;
3. Attach importance to performance
manners, facial expression, costume, voice
effect, etc.
4. Move the audience with genuine affection.
3. “在商言商”商英教学法对教师
的要求 (10)
BE teacher: scholar
Do academic research and write papers/
books (monograph/textbooks);
3. “在商言商”商英教学法对教师
的要求 (11)
BE teacher：Social workers/educator
1. Tell students how to become good
company employees;
2. Tell students how to be more competitive ;
3. Tell students how to improve business
ethics and contribute to the society.
3. “在商言商”商英教学法对教师
的要求 (12)
Keep yourself informed of :
1. the “market” development;
2. the academic research and teaching
situation;
3. the latest int’l business development;
4. the “customers’” demand for your service;
5. the changes of the employment market.
3. “在商言商”商英教学法对教师
的要求 (13.1)
Do market research:
Design questionnaires to get feedback about
BE teacher’s service from SS;
3. “在商言商”商英教学法对教师
的要求 (13.2)
Questions:4 Ws:
1. What are my strengths and weaknesses?
2. What do you want to acquire most from
my service?
3. What are your complaints about my
service?
4. What grade will you give to my service?
(A,B,C,D )
…
“在商言商”商英教学法：
1.
2.
培养学生具备国际商务人员素质；
培养有全球视野的、具有跨国企业领导能力
素质的商英毕业生。
Thank you!