《跨境電商基礎(chǔ)（英）》-課程教學大綱

1、跨境電商基礎(chǔ)（英）課程教學大綱一、 課程基本信息課程代碼：16060702課程名稱：跨境電商基礎(chǔ)（英）英文名稱：Fundamentals to Cross-border Ecommerce 課程類別：專業(yè)選修課 學 時：32學分：2適用對象: 商務(wù)英語專業(yè)、英語專業(yè)（國際商務(wù)管理方向）考核方式：考查、開卷案例分析或產(chǎn)品調(diào)研報告先修課程：國際商法（英）、當代商學概論（英）二、 課程簡介跨境電商作為推動經(jīng)濟一體化，貿(mào)易全球化的重要途徑具有非常重要的戰(zhàn)略意義。高校擔負著培養(yǎng)跨境電商人才的責任，高校培養(yǎng)的人才不僅應(yīng)當具備知識和技能，還應(yīng)當具備良好的思想，品德和社會公德和職業(yè)道德，應(yīng)當具備與全世界交流的

2、大國自信?？缇畴娚袒A(chǔ)（英）這門課程是基于互聯(lián)網(wǎng)和電子商務(wù)背景，涉及到外貿(mào)必須的外語和外貿(mào)技巧和能力，同時這些專業(yè)能力和技巧采用講述輔以典型實戰(zhàn)案例，采用案例分析、情景演練和互動模式，學生在教師引導下進行網(wǎng)上操作和親身體驗，力求學習課堂與工作崗位實現(xiàn)無縫對接。本課程開辦的目的是使即將進入外貿(mào)職業(yè)崗位的畢業(yè)生了解跨境電商的基本概念、趨勢，針對崗位的能力和素質(zhì)需求，切實掌握跨境電商找客戶、讓客戶找上門、將客戶詢盤最大限度地轉(zhuǎn)化為訂單，同時通過主流商務(wù)平臺了解收費平臺的使用，學會在網(wǎng)商外貿(mào)過程中進行國際在線支付，以及提高風險意義和風險控制能力等跨境電商方法和技巧，縮短畢業(yè)生進入相關(guān)職業(yè)崗位的“不適期

3、”。 As an important way to promote economic integration and trade globalization, the course of Cross-Border E-Commerce has strategic significance. Colleges and universities bear the responsibility of cultivating cross-border e-commerce talents. The talents should not only obtain knowledge and sk

4、ills, but also empower themselves with morals, social ethics, professional ethics, and possess the confidence of a big country to communicate with the world.This course，F(xiàn)undamentals to Cross-border Ecommerce (English) is based on the Internet and e-commerce background. It involves the foreign langua

5、ge and foreign trade skills and abilities necessary for foreign trade. At the same time, these professional abilities and skills are supplemented by typical practical cases and case studies. Situational exercises and interactive modes, students conduct online operations and personal experience under

6、 the guidance, and strive to achieve seamless integration between classrooms and future jobs.The purpose of this course is to enable the seniors who are about to enter foreign trade careers to understand the basic concepts and trends of cross-border e-commerce, to meet the ability and quality needs

7、of the relative posts, to effectively grasp the concept and process of cross-border e-commerce to find customers actively, to be found by the potential business partners by some passive marketing, mainly via the mainstream cross-border electronic commercial platforms. Then to maximize the possibilit

8、y to transform customers inquiries and requirements into real orders is another vital concern. The use of toll platforms is understood through the mainstream business platform. International online payment is taught in the process of foreign trade of online merchants, and cross-border e-commerce met

9、hods and techniques such as improving risk significance and risk control capabilities are shortened. Graduates enter the “discomfort period” of relevant professional positions. Course assessment is based on the weighted average of class participation 40% and final term case analysis 60%. Marks for c

10、lass participation will be determined by five parts - students in-class group presentation, group case discussion, and individual in-class question-answering, written assignment and class attendance.三、課程性質(zhì)與教學目的跨境電商基礎(chǔ)(英)是外國語學院為商務(wù)英語專業(yè)以及英語專業(yè)（國際商務(wù)管理方向）學生開設(shè)的專業(yè)選修課。重點講解如何對行業(yè)和產(chǎn)品進行調(diào)研從而完成選品，開展廣告宣傳、促銷并采取適當?shù)臓I銷技

11、巧和客戶服務(wù)技巧，了解跨境電商B2C的支付過程、物流知識、管理和法律議題，以及跨境電商和新零售之間的關(guān)系。學生應(yīng)能在進行知識學習和掌握的同時擴充專業(yè)知識面，增強學生的專業(yè)意識和專業(yè)洞察力，提高學生的動手能力，培養(yǎng)學生綜合運用語言知識的能力，最終能夠進行跨境電商的實際操作打下堅實的基礎(chǔ)。四、教學內(nèi)容及要求 Orientation: Introduction to Cross-border Ecommerce. Teaching Objectives:1 To understand the course design, teaching plan and course assessment.2 T

12、o define “what cross-border ecommerce is”3 To define “B2B & B2C”4 To understand the history and development of cross-border ecommerce5 To describe the sources of cross-border e-commerce6 To describe and compare the principal cross-border e-commercial platforms. Contents:Section A: Course Descrip

13、tion and Concept of Cross-border Ecommerce 1 A case example2 Course Description3 Teaching Plan4 Course Assessment5 What is cross-border ecommerce?Section B: An Overall View of Cross-border Ecommerce1 What is cross-border ecommerce?2 History of cross-border ecommerce 3 Sources of cross-border ecommer

14、ce 4 Comparison of mainstream cross-border B2B and B2C platforms . After-class exercises:A Survey into the basic requirements and qualifications listed on the recruitment posts Preparation for group presentation on the given task . Teaching methods and aids:Lectures with PPT in a multimedia classroo

15、m, group discussions, Q & A, students group presentations, case studyUnit 1: Product Selection. Teaching Objectives: 1. To be familiarized with the main product categories2. To understand the chosen products and company for practical operations3. To understand FBE rule4. To know and analyze the

16、present market resources . Contents:Part I: Understanding Cross-border E-commerce A. How to Select a ProductB. Tips on Selecting Restricted Products Part II: Business Communication Part III: Practical Writing: How to Write a Product Description Part IV: Intercultral Reflection: Cultural Awareness .

17、After-class exercises:Exercises in Part II, III & IV. Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students group presentations, case studyUnit 2: Online Marketing. Teaching Objectives: 1. To understand the concept of online marketing2. To

18、understand the strategies of online marketing 3. To understand the important acronyms of online marketing4. To identify the creativity of online marketing . Contents:Part I: Understanding Cross-border E-commerceA. Launching a New Product B. Creative Marketing Part II: Business Communication Part III

19、: Practical Writing: How to Write a SWOT analysis Part IV: Intercultral Reflection: Marketing to Hispanics successfully. After-class exercises:a. Upload a single article to go live on DHgateb. Exercises in Part II, III & IV. Teaching methods and aids:Lectures with PPT in a multimedia classroom,

20、group discussions, Q & A, students group presentations, case studyUnit 3: Customer Relationship. Teaching Objectives: 1. To understand the main elements of online communication 2. To understand the customer satisfaction strategies3. To grasp the positive phrases for the customer relationship man

21、agement .Contents:Part I: Understanding Cross-border E-commerce A. Online communicationB. Drive more E-commerce Sales with Live ChatPart II: Business Communication Part III: Practical Writing: How to Write letters of restoring business relations Part IV: Intercultral Reflection: Customer Relationshi

22、p Management.After-class exercises:a. Check the customers comments of a product on DHgate (or other online E-commerce format) and try to give a reply b. Exercises in Part II, III & IV . Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students

23、group presentations, case studyUnit 4: Online Payment. Teaching Objectives: 1. To understand the mainstream online payment channels 2. To understand the security issues of online payments3. To master the terms of online payment.Contents:Part I: Understanding Cross-border E-commerce A. The evolution

24、of online paymentB. Security tips for small businesses accepting online paymentsPart II: Business Communication Part III: Practical Writing: How to Write an Introduction to a payment solution for your e-commerce business Part IV: Intercultral Reflection: Cross-border expansion and payment strategies

25、.After-class exercises:a. Log on two specific CBEC platforms and identify the payments availableb. Exercises in Part II, III & IV . Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students group presentations, case studyUnit 5 : Logistics . Te

26、aching Objectives: 1. To understand different online shipping modes2. To understand the main international commercial express 3. To learn how to set a shipping template4. To learn how to choose an appropriate shipping mode for an order. Contents:Part I Understanding Cross-border E-commerce A. E-comm

27、erce Logistics & the changing delivery landscape Top 10 seller analysisB. Overseas Warehouse: Why and How Part II: Business Communication Part III: Practical Writing: How to Write Logistics Letter Part IV: Intercultral Reflection: Guides for international shipping.After-class exercises:a. Pack a

28、n order, measure the sizes of the package, and choose the best shipping modeb. Exercises in Part II, III & IV. Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students group presentations, case studyUnit 6: E-commerce Management . Teaching Obj

29、ectives: 1. To understand different strategies of customer service 2. To grasp the language skills in writing a formal business letter 3. To understand different types of business letters . Contents:Part I: Understanding Cross-border E-commerce A. Manage E-commerce after-sales Service Effectively B.

30、 Online determinants of E-customer Satisfaction: Application to Website Purchases in TourismPart II: Business Communication Part III: Practical Writing: How to Write an Impressive Executive Summary for aPart IV: Intercultral Reflection: Global project management: Its complicated .After-class exercis

31、es:Exercises in Part II, III & IV. Teaching methods and aids:Lectures with PPT in a multimedia classroom, group discussions, Q & A, students group presentations, case studyUnit 7: Legal Issues . Teaching Objectives: 1. To understand the legal risks and challenges2. To grasp some important le

32、gal terms: consumer privacy, intellectual property, taxation. Contents:Part I: Understanding Cross-border E-commerce A. More benefits and new responsibilities-new cross-border E-commerce RegulationsB. Resolve Amazon Copyright Infringement CasesPart II: Business Communication Part III: Practical Writ

33、ing: How to Write effective Business ContractsPart IV: Intercultral Reflection: E-commerce and Brand Protection: a two-way street.After-class exercises:Find a business contract sample and analyze the linguistic characteristicsExercises in Part II, III & IV. Teaching methods and aids:Lectures wit

34、h PPT in a multimedia classroom, group discussions, Q & A, students group presentations, case studyUnit 8: From Cross-border E-commerce to New Retail. Teaching Objectives: 1. To review the features of Cross-border E-commerce2. To understand new trends and new retail 3. To grasp the basic terms o

35、f new retail . Contents:Part I:Understanding Cross-border E-commerce A. Cross-border E-commerce Pilot Zones B. New Retail Model Goes Beyond E-commercePart II: Business Communication Part III: Practical Writing: How to Write a PEST Analysis from scratch Part IV: Intercultral Reflection: Personalized Merchandizing.After-class exercises:Exercises in