Author(s)

Wanrong Wang ¹

Affiliation(s)

¹ School of Foreign Languages, Taizhou University, Taizhou, China

Corresponding Author

Wanrong Wang

ABSTRACT

Cross-border e-commerce has emerged as a dominant channel of global trade, yet graduates from application-oriented universities frequently lack the specialized English writing competence that authentic business operations demand. This study integrates the Production-Oriented Approach (POA) with a digital teaching platform in a cross-border e-commerce English writing course, and reports on the pedagogical design and its implementation at scale. Drawing on a one-semester implementation at a provincial application-oriented university in eastern China, the study examines how POA's "selective learning" principle is enacted through platform scaffolding. Platform operational analytics indicate sustained, scalable engagement: 716 learners enrolled, generating 2,097 login sessions and 41,429 interaction records; 71 quizzes/assignments drew 600 participations, and the discussion board recorded 90 posts from 82 participants. Qualitative student reflections corroborate the design's value for bridging classroom learning and industry practice. We discuss the role of digital scaffolding in operationalizing POA and outline directions for controlled replication.

KEYWORDS

Production-Oriented Approach; Cross-border E-commerce English; Writing instruction; Digital teaching platform; Quasi-experimental study

CITE THIS PAPER

Wanrong Wang. Integrating the Production-Oriented Approach in Cross-border E-commerce English Writing: Pedagogical Design and Engagement Evidence. Curriculum and Teaching Methodology (2026). Vol. 9, No. 4, 1-8. DOI: http://dx.doi.org/10.23977/curtm.2026.090401.

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