Applied English WritingApplied English Writing

Outline Outline Part I Fundamentals of business writing Part I Fundamentals of business writing Part II Criteria for effective business Writing Part II Criteria for effective business Writing

Part III Contents and formations of the bookPart III Contents and formations of the book Part IV Problems to be tackled in this Part IV Problems to be tackled in this

course course Part V Requirements for teachersPart V Requirements for teachers

Books that has influence Books that has influence on me on me

Basic Business Communication (1991) Basic Business Communication (1991) By Raymond V. LesikarBy Raymond V. Lesikar Business communication ( 1998) ( 2005) Business communication ( 1998) ( 2005) By Carol M. Lehman ( Thomson publishinBy Carol M. Lehman ( Thomson publishin

g house) g house)

Part 1 FundamentalsPart 1 Fundamentals Theories related to communicationsTheories related to communications

Human needs Human needs Stroking and Johari windowStroking and Johari window Theory X and Theory YTheory X and Theory Y Marketing concept Marketing concept Intercultural knowledge /SRCIntercultural knowledge /SRC

1.1 1.1 Maslow’s Hierarchy of Maslow’s Hierarchy of NeedsNeeds

Human needs Human needs Lower level needs Lower level needs

physiological physiological Safety Safety Social Social

Higher level needsHigher level needs - EsteemEsteem- Self-actualization Self-actualization

1.2 stroking and Johari windo1.2 stroking and Johari windoww Stroking Stroking Transactional term (Transactional term ( 相互作用分析） 相互作用分析） for idfor id

entifying the way others give recognition to entifying the way others give recognition to a person a person

Positive stroke , E.g. receiving congratulatPositive stroke , E.g. receiving congratulatory phone calls or letter ory phone calls or letter

Negative stroke, E.g. receiving hurtful coNegative stroke, E.g. receiving hurtful comments mments

1.2 Trust Leads to Reciprocal Sharing Depicted in Expa1.2 Trust Leads to Reciprocal Sharing Depicted in Expanded Open Area nded Open Area in Johari Windowin Johari Window

Chapter 1

1.2 Johari window1.2 Johari window 1. Free or open area---what we know 1. Free or open area---what we know

about ourselves and others about us.about ourselves and others about us. 2. blind area--- others know about us , but 2. blind area--- others know about us , but

we don’t know about ourselveswe don’t know about ourselves 3. hidden area --- Things we know about 3. hidden area --- Things we know about

ourselves ,other don’t knowourselves ,other don’t know 4. unknown area--- things we don’t know 4. unknown area--- things we don’t know

and others don’t know about us and others don’t know about us

The purpose is to expand the open area , The purpose is to expand the open area , decrease the bind and hidden area , therefore decrease the bind and hidden area , therefore leading to higher level of interpersonal sharing.leading to higher level of interpersonal sharing.

Trust is something that must be earned.Trust is something that must be earned. Trust and openness lead to better Trust and openness lead to better

communication between two people communication between two people In business we aim at both task –oriented In business we aim at both task –oriented

communication and emotional communication communication and emotional communication

1.3 X theory and Y theory 1.3 X theory and Y theory of management styles of management styles

Theory X : Theory X : traditional style,traditional style, meet lower level of human needs, meet lower level of human needs,

exercise strong control over the exercise strong control over the employees, employees,

employ external incentives E. G. job and employ external incentives E. G. job and paycheck paycheck

Theory Y :Theory Y : Modern styleModern style Meet higher level needsMeet higher level needs Balance control and individual freedom Balance control and individual freedom Lessen the external motivation Lessen the external motivation E.G empowerment E.G empowerment

1.4 Changes in marketing 1.4 Changes in marketing Mix from 4 Ps to 4Cs Mix from 4 Ps to 4Cs

Product ---design or production Product ---design or production Price and place –distribution Price and place –distribution Promotion--- marketing communication Promotion--- marketing communication The 4ps determine how a good or service The 4ps determine how a good or service

is made and provided , how much it cost, is made and provided , how much it cost, where it is distributed and how it is where it is distributed and how it is presented in all company communicationpresented in all company communication

4 cs4 cs Customer –focus on customers wants and needs Customer –focus on customers wants and needs

versus product versus product Cost – what it cost a customer to own a product Cost – what it cost a customer to own a product

instead of how to price a product ( e. g. car/ instead of how to price a product ( e. g. car/ considering the repair cost)considering the repair cost)

Convenience ---focus how easy it is for customers Convenience ---focus how easy it is for customers to acquire the product, rather than how easy for the to acquire the product, rather than how easy for the company to distribute it ( e.g. Coca Cola convince company to distribute it ( e.g. Coca Cola convince restaurants to offer its products , as well as making restaurants to offer its products , as well as making them widely available in every type of storesthem widely available in every type of stores

4cs4cs Communication Traditionally promotion Communication Traditionally promotion

has meant sending brand message and has meant sending brand message and offers customers, using one-way offers customers, using one-way communication. The new way of thinking communication. The new way of thinking focuses on opening up opportunities for focuses on opening up opportunities for dialogue, from telling and selling to dialogue, from telling and selling to listening and learninglistening and learning

1.5 The self –reference 1.5 The self –reference Criterion Criterion

The definition : The unconscious The definition : The unconscious reference to one’s own cultural values reference to one’s own cultural values

Cultivate culture awareness and culture Cultivate culture awareness and culture understanding understanding

Learn to be careful about using our own Learn to be careful about using our own cultural norms to judge people from other cultural norms to judge people from other culturescultures

Part II. Criteria for Part II. Criteria for Effective Business Effective Business Writing Writing

2.1 Courtesy --- treating people with 2.1 Courtesy --- treating people with respect and concern /employingrespect and concern /employing- You –view points- You –view points- Conversational language- Conversational language- words of positive effect - words of positive effect - do more than expected - do more than expected

2.2 Correctness - grammar, punctuation, spelling, , 2.2 Correctness - grammar, punctuation, spelling, ,

using accurate information using accurate information show respect to the receiver of the messagesshow respect to the receiver of the messages

2.3 Conciseness – write in the fewest possible words 2.3 Conciseness – write in the fewest possible words without sacrificing completeness and without sacrificing completeness and you-view point –time is money to the customers you-view point –time is money to the customers

- -

2.4 Clarity –tells the readers exactly what 2.4 Clarity –tells the readers exactly what they want and need they want and need

- show concern for the readers- show concern for the readers - Short sentence, familiar words- Short sentence, familiar words

2.5 Concreteness – vivid, specific , action 2.5 Concreteness – vivid, specific , action verbs verbs

2.6 Completeness –Include all the neces2.6 Completeness –Include all the necessary information and data in the message sary information and data in the message

Following the six cs standards, you can Following the six cs standards, you can (1) accomplish your task –get thing done ,(1) accomplish your task –get thing done , and (2) maintain goodwill with customers. and (2) maintain goodwill with customers.

2.7 Patterns of Business 2.7 Patterns of Business Writing Writing

Direct orderDirect ordergood news and routine news good news and routine news

Indirect order Indirect order bad news and persuasive messagesbad news and persuasive messages

Part III. Organization of Part III. Organization of the book the book

3.1 contents 3.1 contents Principles of business writing ( 1-2)Principles of business writing ( 1-2)Letters concerning transactions (3-7)Letters concerning transactions (3-7)General letters ( 8-9)General letters ( 8-9)Office communications ( 10-11) Office communications ( 10-11) Employment ( 12-14) Employment ( 12-14) Proposal and report ( 15-16)Proposal and report ( 15-16)Business documents and questionnaires( 17-Business documents and questionnaires( 17-18)18)

3.2 purpose 3.2 purpose To inform To inform Units 3.4.5.6. 10.11.16Units 3.4.5.6. 10.11.16 To persuade To persuade Units 7.12.13.14.15.16Units 7.12.13.14.15.16 To Entertain To Entertain Unit 8.Unit 8.

3.3 Organization of each 3.3 Organization of each unit unit

Writing principleWriting principle Standard letters ( questions) Standard letters ( questions) Samples for analysisSamples for analysis Language for writing Language for writing

- notes - notes - useful sentence patterns - useful sentence patterns

Exercises Exercises

Part IV Problems to be Part IV Problems to be tackled business writing tackled business writing teaching teaching

Motivation of students Motivation of students Teaching materials Teaching materials Teachers’ professionalism Teachers’ professionalism teaching methods -- teaching methods --

Particular nature of Particular nature of business writing teaching business writing teaching

Is a branch of English for Special Is a branch of English for Special purpose purpose

Is more than specialized vocabularyIs more than specialized vocabulary involves with theories of applied involves with theories of applied

linguistics, socio-linguistics, pragmatics, linguistics, socio-linguistics, pragmatics, HR management, psychology, cross-HR management, psychology, cross-cultural communications cultural communications