《 会展英语 》课程教学大纲 一、课程基本信息 课程代码：1601902 课程名称：会展英语 英文名称：Practical English for Exhibition Management 课程类别：专业选修课 学 时： 32 学分：2 适用对象：会展经济与管理专业大三学生 考核方式：考试 先修课程：会展概论、参展商实务 二、课程简介 中文简介 本课程的目的在于使学生比较全面了解会展特别是展览业务中涉及的大类环节，通过听 力和乐队每一篇对话，真实展现展览室如何策划、管理和实施商业化展览会的，通过学习，可以 让学生获得实用的会展英语行业用语，又可以理解会展工作中的实际操作问题。并通过任务型为 导向，以场景为载体，结合大量实例案例让学生更能具体理解会展实务。让学生在听、说、读、 写、翻译等方面在学习会展英语时也能够全面得到提高。能更好适应会展业对从业人员英语的职 业要求，提高了学生的综合素质能力。同时增强同学们怀有优良的职业素养，培养同学们爱国敏 业的精神。 英文简介 The purpose of this course is to enable students to fully understand the exhibition,especially the major links involved in the exhibition business,and truly show how the exhibition room plans,manages and implements commercial exhibitions through listening and every dialogue.Through learning. students can not only obtain practical Exhibition English industry terms,but also understand the practical operation problems in the exhibition work.Through task-based orientation,scene as the carrier, combined with a large number of examples and cases students can beter understand the Convention and Exhibition practice.So that students can improve their listening.speaking.reading writing translation and other aspects when learning Exhibition English.It can better meet the professional requirements of exhibition industry for employees English and improve students comprehensive quality and ability.At the sme time.enhance professional quality and cultivate students patriotic and professional spirit
1 《 会展英语 》课程教学大纲 一、课程基本信息 课程代码：16019002 课程名称：会展英语 英文名称：Practical English for Exhibition Management 课程类别： 专业选修课 学 时： 32 学 分：2 适用对象:会展经济与管理专业大三学生 考核方式：考试 先修课程：会展概论、参展商实务 二、课程简介 中文简介 本课程的目的在于使学生比较全面了解会展特别是展览业务中涉及的大类环节，通过听 力和乐队每一篇对话，真实展现展览室如何策划、管理和实施商业化展览会的，通过学习，可以 让学生获得实用的会展英语行业用语，又可以理解会展工作中的实际操作问题。并通过任务型为 导向，以场景为载体，结合大量实例案例让学生更能具体理解会展实务。让学生在听、说、读、 写、翻译等方面在学习会展英语时也能够全面得到提高。能更好适应会展业对从业人员英语的职 业要求，提高了学生的综合素质能力。同时增强同学们怀有优良的职业素养，培养同学们爱国敬 业的精神。 英文简介 The purpose of this course is to enable students to fully understand the exhibition, especially the major links involved in the exhibition business, and truly show how the exhibition room plans, manages and implements commercial exhibitions through listening and every dialogue. Through learning, students can not only obtain practical Exhibition English industry terms, but also understand the practical operation problems in the exhibition work. Through task-based orientation, scene as the carrier, combined with a large number of examples and cases, students can better understand the Convention and Exhibition practice. So that students can improve their listening, speaking, reading, writing, translation and other aspects when learning Exhibition English. It can better meet the professional requirements of exhibition industry for employees' English and improve students' comprehensive quality and ability. At the same time, enhance students' excellent professional quality and cultivate students' patriotic and professional spirit
三、课程性质与教学目的 本课程的目的在于使学生比较全面了解会展特别是展览业务中涉及的大类环节，通过 听力和乐队每一篇对话，真实展现展览室如何策划 理和实施商业化展览会 通过学习 可以止学生获得实用的会展英语行业用语，又可以理解会展工作中的实际操作向题。并通过 任务型为导向，以场景为载体，结合大量实例案例让学生更能具体理解会展实务。让学生在 听、说、读、写、翻译等方面在学习会展英语时也能够全面得到提高。能更好适应会展业对 从业人员英语的职业要求，提高了学生的综合素质能力。同时增强同学们怀有优良的职业素 养，培养同学们爱国敏业的精神。 四、教学内容及要求 第一章What is a trade show? (一)目的与要求 Understand the key points of planning a trade show Master and use the useful expressions related to plan a trade show know the practical sentence patterns (二)教学内容 第一节Planning a trade show项目策划 1.主要内容 Questions How does Brian think about the market prospect of the perfume show? Why didn't Connie think it feasible to hold the exhibition with the theme of perfume? 2.基本概念和知识点 b to c show:business to consumers show B to B show:business to business show Key points: 1.When we are planning a trade show,we should have clear ideas about the theme,the market prospect,the exhibition scale. 3.It is necessary to plan a big show at least one year application(申请)一approval(审批)一prospectus writing(撰写 策划书)-(招展)，contacting the professional visitors(招商)一advertising(媒体官传)…. 2
2 三、课程性质与教学目的 本课程的目的在于使学生比较全面了解会展特别是展览业务中涉及的大类环节，通过 听力和乐队每一篇对话，真实展现展览室如何策划、管理和实施商业化展览会的，通过学习， 可以让学生获得实用的会展英语行业用语，又可以理解会展工作中的实际操作问题。并通过 任务型为导向，以场景为载体，结合大量实例案例让学生更能具体理解会展实务。让学生在 听、说、读、写、翻译等方面在学习会展英语时也能够全面得到提高。能更好适应会展业对 从业人员英语的职业要求，提高了学生的综合素质能力。同时增强同学们怀有优良的职业素 养，培养同学们爱国敬业的精神。 四、教学内容及要求 第一章 What is a trade show? （一）目的与要求 Understand the key points of planning a trade show Master and use the useful expressions related to plan a trade show know the practical sentence patterns （二）教学内容 第一节 Planning a trade show 项目策划 1．主要内容 Questions: How does Brian think about the market prospect of the perfume show? Why didn’t Connie think it feasible to hold the exhibition with the theme of perfume? 2．基本概念和知识点 B to C show: business to consumers show B to B show: business to business show Key points: 1. When we are planning a trade show, we should have clear ideas about the theme, the market prospect, the exhibition scale. 3．It is necessary to plan a big show at least one year. application(申请)—approval(审批)—prospectus writing (撰写 策划书)—exhibitor acquisition (招展)，contacting the professional visitors(招商)—advertising(媒体宣传)…
3.An exhibition should be an essential marketing way for most of the companies.But there are exceptions.For example,as for those traditional and famous brand with the advertising and retailing as the main channel,it would be not suitable to promote the products in the exhibition. 3.问题与应用（能力要求） Look for information about one or two recently-held exhibitions.Look for more about the background of the exhibition, for example,the name,the place,the time,the scale,the people attending in it,its macro market background.Write down your information which will be very helpful for the use in your oral exercises in next class 第二节Scenario2 1.主要内容 Connie's topic is more welcomed on the meeting,and everybody is offering their ideas to come up with a meaningful plan. 2.基本概念和知识点 The show is aimed to provide an opportunity for the exhibitors to expand their market,enhance company image,seek new customers, display new technology and so on. When we are planning a show,we should consider the target visitors. including manufacturers(制造商)，agents(代哩商)，imports and exports traders(进出口公司)，venture capitalists(风险投资者)， distributors(分销商)and so on, For an effective publicity,it's necessary to approach mass media, professional journals,industrial websites and trade associations and societies as well.为了进行有效宣传，我们有必要接触大众媒体、 专业期刊、行业网站、行业协会和学会 3
3 3. An exhibition should be an essential marketing way for most of the companies. But there are exceptions. For example, as for those traditional and famous brand with the advertising and retailing as the main channel, it would be not suitable to promote the products in the exhibition. 3.问题与应用（能力要求） Look for information about one or two recently-held exhibitions. Look for more about the background of the exhibition, for example, the name, the place, the time, the scale, the people attending in it, its macro market background. Write down your information which will be very helpful for the use in your oral exercises in next class. 第二节 Scenario 2 1. 主要内容 Connie’s topic is more welcomed on the meeting, and everybody is offering their ideas to come up with a meaningful plan. 2. 基本概念和知识点 The show is aimed to provide an opportunity for the exhibitors to expand their market, enhance company image, seek new customers, display new technology and so on. When we are planning a show, we should consider the target visitors, including manufacturers(制造商), agents（代理商）, imports and exports traders（进出口公司）, venture capitalists（风险投资者）, distributors（分销商） and so on . For an effective publicity, it’s necessary to approach mass media, professional journals, industrial websites and trade associations and societies as well. 为了进行有效宣传，我们有必要接触大众媒体、 专业期刊、行业网站、行业协会和学会
4.The name of a trade show should have a short form for the simplicity of memory in marketing and writing. eg:The China Import and Export Fair,Canton Fair. 中国进出口商品交易会，广交会 5. While we are planning a show,the theme,the place,the competition tieh the existing show,the target group we must invite,the publicity,the suitable show time,etc.should be all taken into consideration.我们要对主题、地点、同类竞争展会、微请 观众、媒体宣传、展览时间等都需要考虑。 3.问题与应用（能力要求） peak out with one or two sentence(s)in English to your partner using the following words or phrases,and then your partner interprets them into Chinese: Virgin market,small-scale B to B show,professional visitor Participate in,exhibition scale Attend,B to C show,public end-users Target groups,trade associations and societies manufacturers, agents,distributors (三)思考与实践 Situation: You are working in the Haimin Exhibition Company. Student A is a general manager,who is holding a meeting discussing some details on the cultural products exhibition.Student b (or with C)is a project manager,who is offering ideas about the show.Put forward your opinions on the theme of the show (the following aspects should be covered:market prospect,market scale,feasibility study,positioning,place,time,target groups) 思政元素：树立法律行业规范，增强同学们具有优良的职业素养。 (四)教学方法与手段
4 4.The name of a trade show should have a short form for the simplicity of memory in marketing and writing . eg: The China Import and Export Fair, Canton Fair . 中国进出口商品交易会，广交会 5. While we are planning a show , the theme, the place, the competition tieh the existing show, the target group we must invite, the publicity, the suitable show time ,etc. should be all taken into consideration. 我们要对主题、地点、同类竞争展会、邀请 观众、媒体宣传、展览时间等都需要考虑。 3. 问题与应用（能力要求） peak out with one or two sentence(s) in English to your partner using the following words or phrases, and then your partner interprets them into Chinese: Virgin market, small-scale B to B show, professional visitor Participate in， exhibition scale Attend， B to C show, public end-users Target groups, trade associations and societies manufacturers, agents, distributors （三）思考与实践 Situation: You are working in the Haimin Exhibition Company. Student A is a general manager , who is holding a meeting discussing some details on the Cultural Products Exhibition. Student B（or with C） is a project manager, who is offering ideas about the show. Put forward your opinions on the theme of the show. (the following aspects should be covered: market prospect, market scale, feasibility study, positioning, place, time, target groups) 思政元素：树立法律行业规范，增强同学们具有优良的职业素养。 （四）教学方法与手段
本章教学主要采用的方法和手段有课堂讲授、多媒体教学、网络辅助教学组、课堂讨论、 调查研究等。 第二章undertaking the project (一)目的与要求 In this chapter,you will learn 1.what content should be included in the project prospectus. 2.How to collect an exhibitor databank. 3.表示“替人做事，请人放心”的表达法： 表示“领会、理解”别人的意思的表达法。 (二)教学内容 第一节Scenario l 1,主要内容 Connie,the project manager,is assigning work to her team member Danny,about project prospectus(项目策划书)writing. 2.基本概念和知识点 Team member项目组成员 General public公众 Public visitor 一般观众 Marketing plan市场营销计划 Mass media 大众媒体 Industrial association行业协会 organizer主办单位 Co-organizer 协办单位 Supporter 支持单位 Agent 招展代理 Scale of the show展览规模 Venue 展馆地点 Time slot (展馆租赁)时间段 Participation fee 参展费 Market survey 市场调查 Draft version 初稿
5 本章教学主要采用的方法和手段有课堂讲授、多媒体教学、网络辅助教学组、课堂讨论、 调查研究等。 第二章 undertaking the project （一）目的与要求 In this chapter, you will learn : 1.what content should be included in the project prospectus. 2.How to collect an exhibitor databank. 3. 表示“替人做事，请人放心”的表达法； 表示“领会、理解”别人的意思的表达法。 （二）教学内容 第一节 Scenario 1 1．主要内容 Connie, the project manager, is assigning work to her team member, Danny ,about project prospectus (项目策划书)writing. 2．基本概念和知识点 Team member 项目组成员 General public 公众 Public visitor 一般观众 Marketing plan 市场营销计划 Mass media 大众媒体 Industrial association 行业协会 organizer 主办单位 Co-organizer 协办单位 Supporter 支持单位 Agent 招展代理 Scale of the show 展览规模 Venue 展馆地点 Time slot （展馆租赁）时间段 Participation fee 参展费 Market survey 市场调查 Draft version 初稿