《综合商务英语》课程建设项目案例分析集汇编之中级课程案例集.docx

《综合商务英语》课程建设工程案例分析集汇编之中级课程案例集课程负责人：商莉君2018年6月Pressure from the redundancy processSince last year the HR staff have had to make many colleagues from other department redundant. Some of the HR staff involved in this have suffered great emotional strain.Further staff cutsThere is a new rumor about possible further redundancies. The unions have said that they will recommend strike action if this happens.RecommendationsAssignment for studentsWritingAs leader of the Stress Management Team, write the Recommendations section of a report to GVM's Managing Director outlining your practical suggestions for stress management in the HR Department of the company in both the short and long term.Case 4 The voice of business> ObjectivesIn this case study, Students are required to work on a plan for a radio programme to be issued by European Business Associates (EBA) , a media company which makes radio and television programmes for broadcasting organisations all over the world. They have won a contract to produce a 30-minute radio programme aimed at working people. It will be broadcast throughout Europe, in English, at 7.00 a.m. three times a week. The method of questionnaire is to be applied and focus group opinions are to be collected while students are trying to make the plan.> Tasks for StudentsWork in groups. You are members of the EBA planning team. You must planthe first programmme. Use the key questions below to help you.1 .Discuss the key questions.2 .Then discuss any other ideas that you have.3 .Agree on a final plan for the first programme.> Background InformationQuestionaires:EBA sent questionnaires to businesspeople, asking them what they would like in it. People were asked whether they thought topics were a) very interesting, b) quite interesting or c) not interesting. The results are given below.Interest in possible topics for the radio programTopicsVery interestingQuite interestingNot interestingCompany profiles66%15%19%Profiles of business people45%12%43%Interviews with business people61%22%17%Business update72%19%9%The future of25%18%57%businessInvestment advice (stock market tips)36%28%36%Book reviews25%32%43%Economic reports on countries24%35%41%Advice on personal finance68%11%21%Job vacancies70%18%12%Traffic and weather reports52%35%13%Focus groups opinions:In addition to using questionnaires, EBA held focus groups in a number of European countries. These were some of the most common opinions.1 'I want to know what the important news stories will be for that day. You know, what companies are publishing their annual results, that sort of thing.Up-to-date news on what!s going on in busonessJ2 You only need one person to present the ptogramme.Male or female, it doesn!t matter. But they should be an experienced business journalist/3 Tm interested in buying shares. I'd want some good tips. What to buy, what to sell-that!d be really interesting/4 !It would be great if you could give us weather and traffic reports. I'm always getting stuck in a traffic jam/Key questions• What will be the main components of the programme?• How long, approximately, will each component be?• What will be the order of the various items?• Should there be one or two presenters?• Male or female? young or old?• Should there be live interviews with business personalities?Assignment for studentsWritingAs the producer of the new EBA business news programme, write a letter to famous businessperson asking them for an interview. At the start of the letter you should introduce yourself and give brief details of the programme and its aims.Case 5 European Campers> ObjectivesIn this case study, students are required to play the part in a negotiating meeting trying to find a suitable solution to the problem with a competitive and controversial top salesman with the company. Skills of persuading and negotiating are to be applied in an appropriate way.> Tasks for Students1. You are negotiating as either:• Char Holden, Chief Executive• Todd Foster, Marketing Manager2. Go through the problems with the salesman Olivier Moyon.3. You disagree about how to handle the problem with Olivier Moyon. Try to negotiate a suitable solution. Read your role card, prepare for your meeting and then negotiate a solution to the problem.4. Meet as one group and compare the decisions You have taken. Try to persuade your colleagues that your solution was the best.> Background Information©The company:The company, which was founded by Charles Holden, its Chief Executive, is based in Bordeaux, France. It makes and sells camping and outdoor equipment.©The roles:•Todd Foster, aged 34, is an American with a Master's in BusinessAdministration (MBA). Todd became Marketing Manager of European Campers a year ago. Since Todd joined the company two years ago, profits h。