《 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
3.问题与应用（能力要求 Presentation task State clearly on what content should be included in the project prospectus. 第二节Scenario2 1.主要内容 Connie is instructing Emmy,a new employee in the team how to build up an exhibitor databank(展商数据库)in preparation for sales promotion(招展). 2.基本概念和知识点 Build up a databank I'm ready to take up anything you give to me Take up the assignment/work The topic fits into country's policy You hit the point. Log in the website and download the relevant information Subscribe some key industrial journals an extensive(广泛的)databank 3.问题与应用（能力要求） Speak 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: Previous show,final decision,market survey. Marketing plan,mass media,promotion activities,journals. Exhibitor databank,suppliers,distributors,R&D institutions. Internet,sources,industrial websites,download. Exhibit profile,exhibition brochure,associations,membership directories. (三)思考与实践 近期要举办的一个展会，命名为：China international exhibition of 6
6 3．问题与应用（能力要求） Presentation task State clearly on what content should be included in the project prospectus. 第二节 Scenario 2 1. 主要内容 Connie is instructing Emmy, a new employee in the team how to build up an exhibitor databank（展商数据库） in preparation for sales promotion(招展). 2. 基本概念和知识点 Build up a databank I’m ready to take up anything you give to me. Take up the assignment/work The topic fits into country’s policy. You hit the point. Log in the website and download the relevant information Subscribe some key industrial journals an extensive (广泛的)databank 3. 问题与应用（能力要求） Speak 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: Previous show, final decision, market survey. Marketing plan, mass media ,promotion activities, journals. Exhibitor databank, suppliers, distributors, R&D institutions. Internet, sources , industrial websites, download. Exhibit profile, exhibition brochure, associations, membership directories. （三）思考与实践 近期要举办的一个展会，命名为：China international exhibition of
new energy,.energy saving and smart car(中国（广州）国际新能源、节能及智 能汽车展览会)。 分小组同学互相讨论如果由你们来完成这个主题展会的前期策划书，你们如 何在position(定位)，marketing plan(营销计划)、show organization structure (组织架构)、venue(展馆)选择、展商和观众数据库(Exhibitor and visitor databanks)建设等方面进行简单的前期策划准备，分析其在所在地举办的优势和劣 势，并用PPT展示你们的讨论成果。 (四)数学方法与手段 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。 思政元素：了解行业各方利益，培养具有双赢的思维，遵守行业法律法规的意识。 第三章Preparation for project marketing项目营销前期准备 (一)目的与要求 What is brochure?What necessary items should be included in the brochure? How to do a good sales call with potential exhibitors? (二)教学内容 第一节Scenario1 1.主要内容 Connie is discussing with Flora,the MarCom manager about editing a brochure of the WaterTech exhibition.The conversation goes quite smoothly as Flora is team-work spirited and well-versed in the company's business. 2.基本概今和知识点 Marcom manager市场部经理 (marketing communications manager)市场公关部经理 acquisition work 招展工作 Booth (Ame.)/stand (Ero.) 展台 Standard booth /package stand/shell scheme 标准展台 Raw space /space only 光地/净地 Exhibition logo 展会标志
7 new energy, energy saving and smart car（中国（广州）国际新能源、节能及智 能汽车展览会）。 分小组同学互相讨论如果由你们来完成这个主题展会的前期策划书，你们如 何在 position(定位), marketing plan (营销计划)、 show organization structure （组织架构）、venue （展馆）选择、展商和观众数据库（Exhibitor and visitor databanks ）建设等方面进行简单的前期策划准备，分析其在所在地举办的优势和劣 势，并用 PPT 展示你们的讨论成果。 （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。 思政元素：了解行业各方利益，培养具有双赢的思维，遵守行业法律法规的意识。 第三章 Preparation for project marketing 项目营销前期准备 （一）目的与要求 What is brochure? What necessary items should be included in the brochure? How to do a good sales call with potential exhibitors? （二）教学内容 第一节 Scenario 1 1.主要内容 Connie is discussing with Flora, the MarCom manager about editing a brochure of the WaterTech exhibition. The conversation goes quite smoothly as Flora is team-work spirited and well-versed in the company’s business. 2. 基本概念和知识点 Marcom manager 市场部经理 (marketing communications manager) 市场公关部经理 acquisition work 招展工作 Booth (Ame.)/stand (Ero.) 展台 Standard booth /package stand/ shell scheme 标准展台 Raw space /space only 光地/净地 Exhibition logo 展会标志
Concurrent event 同期活动 Technological conference 科技演讲会、研讨会 Technical seminar 技术交流会 Space reservation form 展台预订表 Stage a society's annual meeting 筹办学会年会 Space reservation form 展台预订表 1.To prepare for an early acquisition work,a brochure needs to be drawn up and designed beforehand. 2.When writing a brochure,you may first work out a framework,which includes all necessary items a brochure should have,and fill in with detailed information. 3.An exhibition logo may make a show more professional and easier to be remembered. 4.Exhibitors may make options from the standard booth and raw space.As for the raw space,exhibitors must take a minimum usually as 18 sqm.The standard booth must be taken with no less than 9 sqm. 5.A series of technological conferences may be held concurrently so as to attract more exhibitors and visitors and then make the show more professional. 6.A space reservation form is attached to the brochure so that the potential exhibitors can book an ideal space with it easily. 3.问题与应用（能力要求） What is brochure?What necessary items should be included in the brochure? 第二节Scenario2 1.主要内容 Emmy,a rookie in sales work is feeling rather frustrated and depressed these days because she tries her best to make quite a number of sales calls to some potential exhibitors,but has got declined every time.She asks Connie for advice on how to approach customers successfully. 2.基本概念和知识点 Know-how 技巧 Deskwork 案头 8
8 Concurrent event 同期活动 Technological conference 科技演讲会、研讨会 Technical seminar 技术交流会 Space reservation form 展台预订表 Stage a society’s annual meeting 筹办学会年会 Space reservation form 展台预订表 1. To prepare for an early acquisition work, a brochure needs to be drawn up and designed beforehand . 2. When writing a brochure, you may first work out a framework, which includes all necessary items a brochure should have, and fill in with detailed information. 3. An exhibition logo may make a show more professional and easier to be remembered. 4. Exhibitors may make options from the standard booth and raw space. As for the raw space, exhibitors must take a minimum usually as 18 sqm. The standard booth must be taken with no less than 9 sqm. 5. A series of technological conferences may be held concurrently so as to attract more exhibitors and visitors and then make the show more professional. 6. A space reservation form is attached to the brochure so that the potential exhibitors can book an ideal space with it easily. 3.问题与应用（能力要求） What is brochure? What necessary items should be included in the brochure? 第二节 Scenario 2 1. 主要内容 Emmy, a rookie in sales work is feeling rather frustrated and depressed these days because she tries her best to make quite a number of sales calls to some potential exhibitors, but has got declined every time. She asks Connie for advice on how to approach customers successfully. 2. 基本概念和知识点 Know-how 技巧 Deskwork 案头
features 特点 Highlight Potential exhibitor 潜在展商 Nature of the company 公司性质 Competitor 竞争者 Industrial portal on the Internet 行业门户网站 Similar show 同类展 Competitive show 竞争展会 Project group 项目组 3.问题与应用（能力要求） Speak out with one or two sentences in English to your partner using the following words or phrases,and then your partner interprets them into Chinese: The venue,time slot Exhibitor,12 sqm.Shell scheme,36 sqm.raw space. Get declined,as a rookie,sales calls. Exhibition brochure,design,an early sales promotion. Similar,competitive,shows,cope with,challenging. (三)思考与实践 Situation:You won the title of "top sales staff"in the last exhibition. So you are asked to tell your team members some know-how about the sales skills for the acquisition work.Your partners will ask you various questions of how to do a good sales call with potential customers. (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。 思政元素：了解行业各方利益，遵守行业法律法规的意识
9 Features 特点 Highlight 亮点 Potential exhibitor 潜在展商 Nature of the company 公司性质 Competitor 竞争者 Industrial portal on the Internet 行业门户网站 Similar show 同类展 Competitive show 竞争展会 Project group 项目组 3.问题与应用（能力要求） Speak out with one or two sentences in English to your partner using the following words or phrases, and then your partner interprets them into Chinese: The venue, time slot. Exhibitor, 12 sqm. Shell scheme, 36 sqm. raw space. Get declined , as a rookie, sales calls. Exhibition brochure, design, an early sales promotion. Similar, competitive, shows, cope with, challenging. （三）思考与实践 Situation: You won the title of “top sales staff”in the last exhibition. So you are asked to tell your team members some know-how about the sales skills for the acquisition work. Your partners will ask you various questions of how to do a good sales call with potential customers. （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。 思政元素：了解行业各方利益，，遵守行业法律法规的意识
第四章Exhibitor acquisition work招展工作 (一)目的与要求 How to make sales calls/cold calls? What are the skills of making e-mail promotion? (二)教学内容 第一节Scenario1 1.主要内容 Sales call work.Sales call is an important part of exhibition organization.Emmy is trying to persuade a potential customer to participate in the show,but it's not an easy way.The following conversation is what most sales staff encounter to make cold calls. 2基本概念和知识点 How to make sales phone call? ◆Branding eg:This is ...Company. Go direct to the point.(Because the customers don't have much time to listen to you.) eg:I'd like to invite you to exhibit in. Give preferential conditions. eg:1.If you reserve the space earlier,you can get an early-bird discount. 2.As you are a leading player in this sector,we can offer a preferential package for your participation if you take a larger space. 3.Maybe some show updates would be good for you to keep pace with the latest progress. 3.问题与应用（能力要求） Practicing the following dialogues: 某公司A向潜在客户B打由话： A:你好，我是。。，我们现在在广州举办…展览会。时间明年5月份， 10
10 第四章 Exhibitor acquisition work 招展工作 （一）目的与要求 How to make sales calls/cold calls? What are the skills of making e-mail promotion? （二）教学内容 第一节 Scenario 1 1.主要内容 Sales call work. Sales call is an important part of exhibition organization. Emmy is trying to persuade a potential customer to participate in the show, but it’s not an easy way. The following conversation is what most sales staff encounter to make cold calls. 2 基本概念和知识点 How to make sales phone call? ◆Branding eg: This is …Company. ◆Go direct to the point.(Because the customers don’t have much time to listen to you .) eg:I’d like to invite you to exhibit in … ◆ Give preferential conditions. eg:1. If you reserve the space earlier, you can get an early-bird discount. 2. As you are a leading player in this sector, we can offer a preferential package for your participation if you take a larger space. 3.Maybe some show updates would be good for you to keep pace with the latest progress. 3. 问题与应用（能力要求） Practicing the following dialogues: 某公司 A 向潜在客户 B 打电话： A：你好，我是。。。，我们现在在广州举办……展览会。时间明年 5 月份