the constructions of China's substantial economy,lectures can guide students to understand that the substantial economy is the foundation of China's economic development and it plays an essential role in winning initiative in the international economic competition. (二)教学内容 1.主要内容 About the study Foreword by Sylvia lagnado-Global Brand Director,Dove Foreword by DR.Nancy Etcoff-Harvard university Forward by DR.Susie Orbach-The London school of economics Study methodology Women's relationship to their own beauty Perceptions of how beauty is Portrayed in popular culture What make women feel beautiful? Beauty,physical attractiveness and the role of grooming and cosmetic surgery. Telling the real truth about beauty. What women want:the media and truth talking about beauty Conclusion and implications 2.基本概念和知识点 What is marketing Marketers job is dealing with customers. Marketing is the delivery of customer satisfaction at a profit. Two goals of marketing:attracting new customer:keeping current customer. Marketing is the most important job in an organization. Marketing defined Marketing is not only selling and advertising The old sense of marketing is "telling and selling";at the present, the only way to do the marketing is satisfying customer needs. A detailed definition:A social and managerial process whereby individuals and group obtain what they need and want through creating and exchanging products and value with others. Several important concepts in the definition (1)Needs,wants,and demands. 6
6 the constructions of China’s substantial economy, lectures can guide students to understand that the substantial economy is the foundation of China’s economic development and it plays an essential role in winning initiative in the international economic competition. (二) 教学内容 1.主要内容 About the study Foreword by Sylvia Lagnado-Global Brand Director, Dove Foreword by DR.Nancy Etcoff-Harvard university Forward by DR. Susie Orbach-The London school of economics Study methodology Women’s relationship to their own beauty Perceptions of how beauty is Portrayed in popular culture What make women feel beautiful? Beauty, physical attractiveness and the role of grooming and cosmetic surgery. Telling the real truth about beauty. What women want: the media and truth talking about beauty Conclusion and implications. 2. 基本概念和知识点 What is marketing Marketers job is dealing with customers. Marketing is the delivery of customer satisfaction at a profit. Two goals of marketing: attracting new customer; keeping current customer. Marketing is the most important job in an organization. Marketing defined Marketing is not only selling and advertising. The old sense of marketing is “telling and selling”; at the present, the only way to do the marketing is satisfying customer needs. A detailed definition: A social and managerial process whereby individuals and group obtain what they need and want through creating and exchanging products and value with others. Several important concepts in the definition (1) Needs, wants, and demands
Needs:the basic human requirement. Want:the form taken by a human need as shaped by culture and individual personality. Demands:human wants that are backed by buying power (2)Products and services Products:Anything that can be offered to market for attention, acquisition,use,or consumption that might satisfy a want or need. Products include physical objects,services,persons,places, organizations,and ideas. Products can be referred as satisfier,resource,or marketing offer. (3)Value,satisfaction,quality Customer value:The difference between the values the customer gains from owning and using a product and the costs of obtaining the product. Customer satisfaction:The extent to which a product's perceived performance matches a buyer's expectation. Quality:The totality of features and characteristic of a product or service that bear on its ability to satisfy customer needs. (4)Exchange,Transactions,and Relationships Exchange:the act of obtaining a desired object from someone by offering something in return Transaction:A trade between two parties that involves at least two things of value,agreed-upon conditions,a time of agreement,and a place of agreement. Relationship marketing:The process of creating,maintaining,and enhancing strong,value-laden relationships with customer and other stakeholders. 3.问题与应用（能力要求） Do you think the campaign is inspiring or just a way to get women to buy products? () 思考与实践 Is the company just using "real"women to gain more profit? (四) 教学方法与手段 介绍本章教学主要采用的方法和手段为课堂讲授、多媒体教学、网络辅助教 学、分组讨论、课堂讨论等。 7
7 Needs: the basic human requirement. Want: the form taken by a human need as shaped by culture and individual personality. Demands: human wants that are backed by buying power (2) Products and services Products: Anything that can be offered to market for attention, acquisition, use, or consumption that might satisfy a want or need. Products include physical objects, services, persons, places, organizations, and ideas. Products can be referred as satisfier, resource, or marketing offer. (3) Value, satisfaction, quality Customer value: The difference between the values the customer gains from owning and using a product and the costs of obtaining the product. Customer satisfaction: The extent to which a product’s perceived performance matches a buyer’s expectation. Quality: The totality of features and characteristic of a product or service that bear on its ability to satisfy customer needs. (4) Exchange, Transactions, and Relationships Exchange: the act of obtaining a desired object from someone by offering something in return. Transaction: A trade between two parties that involves at least two things of value, agreed-upon conditions, a time of agreement, and a place of agreement. Relationship marketing: The process of creating, maintaining, and enhancing strong, value-laden relationships with customer and other stakeholders. 3. 问题与应用（能力要求） Do you think the campaign is inspiring or just a way to get women to buy products? (三) 思考与实践 Is the company just using “real” women to gain more profit? (四) 教学方法与手段 介绍本章教学主要采用的方法和手段为课堂讲授、多媒体教学、网络辅助教 学、分组讨论、课堂讨论等
Topic Two:UK Taxation 1 Briof introduction to UK Taxation (一)目的与要求 Understanding the function and purpose of tax Knowing tax environment Knowing the structure of UK tax system Knowing Tax avoidance and tax evasion 思政元素：本部分介绍了税收相关知识，以及具体讲解了英国税收体系制度。 讲解时，可引导学生了解我国情以及基于国情所设计的税收制度的背景，增强 学生对我国税收体系制度的认可和自信。 This part introduces the relevant knowledge of taxation and explains the structure of UK tax system in detail.During the lesson,students can be guided to know about China's national conditions and the background of the tax system designed based on the condition,so as to enhance students'recognition and confidence in China tax system. (二)教学内容 1.主要内容 Function and purpose of tax Economic factors: Used to encourage and discourage certain types of activity. Social factors Redistribution of income and wealth. Environmental factors: To deal with environmental concerns like global warming Tax environment Types of taxes: (1)Individual Income tax Corporation tax Chargeable gains tax Inheritance tax Value added tax (2)Indirect tax direct tax (3)Revenue tax capital tax (4)progressive tax&non-progressive tax Structure of UK tax system
8 Topic Two: UK Taxation 1 Brief introduction to UK Taxation (一) 目的与要求 Understanding the function and purpose of tax Knowing tax environment Knowing the structure of UK tax system Knowing Tax avoidance and tax evasion 思政元素：本部分介绍了税收相关知识，以及具体讲解了英国税收体系制度。 讲解时，可引导学生了解我国情以及基于国情所设计的税收制度的背景，增强 学生对我国税收体系制度的认可和自信。 This part introduces the relevant knowledge of taxation and explains the structure of UK tax system in detail. During the lesson, students can be guided to know about China's national conditions and the background of the tax system designed based on the condition, so as to enhance students' recognition and confidence in China tax system. (二) 教学内容 1.主要内容 Function and purpose of tax Economic factors: Used to encourage and discourage certain types of activity. Social factors: Redistribution of income and wealth. Environmental factors: To deal with environmental concerns like global warming. Tax environment Types of taxes: (1) Individual Income tax Corporation tax Chargeable gains tax Inheritance tax Value added tax (2) Indirect tax & direct tax (3) Revenue tax & capital tax (4) progressive tax & non-progressive tax Structure of UK tax system
Her Majesty's Treasury formally imposes and collects taxation. Her Majesty's Revenue and Customs (HMRC)administers the collection of tax: Officers of HMRC agree tax liabilities. Receivable Management Officers collect unpaid tax. Revenue and Customs Prosecutions office provides legal advice and institutes and conducts criminal prosecutions. Reviews and appeals: Internal review by HMRc officer Appeal to tax tribunal. Tax tribunal: First tier tribunal deals with most cases Upper tier deals with complex cases. Tax avoidance and tax evasion Tax evasion: Misleading HMRC by suppressing information or deliberately providing false information. Illegal. Tax avoidance Using the legislation to reduce your tax burden. Legal 2.基本概念和知识点 Individual Income tax Corporation tax Chargeable gains tax Inheritance tax Value added tax Indirect tax direct tax Revenue tax capital tax progressive tax non-progressive tax Tax evasion Tax avoidance 3.问题与应用（能力要求） (1)What is the difference between a direct and an indirect tax? (2)How might a double taxation agreement benefit a UK taxpayer who has 9
9 Her Majesty’s Treasury formally imposes and collects taxation. Her Majesty’s Revenue and Customs (HMRC) administers the collection of tax: Officers of HMRC agree tax liabilities. Receivable Management Officers collect unpaid tax. Revenue and Customs Prosecutions office provides legal advice and institutes and conducts criminal prosecutions. Reviews and appeals: Internal review by HMRC officer. Appeal to tax tribunal. Tax tribunal: First tier tribunal deals with most cases. Upper tier deals with complex cases. Tax avoidance and tax evasion Tax evasion: Misleading HMRC by suppressing information or deliberately providing false information. Illegal. Tax avoidance: Using the legislation to reduce your tax burden. Legal. 2.基本概念和知识点 Individual Income tax Corporation tax Chargeable gains tax Inheritance tax Value added tax Indirect tax & direct tax Revenue tax & capital tax progressive tax & non-progressive tax Tax evasion Tax avoidance 3.问题与应用（能力要求） (1) What is the difference between a direct and an indirect tax? (2) How might a double taxation agreement benefit a UK taxpayer who has