unit 6: MoCk College Fair lesson 28: college branding and marketing outcome: Students will deconstruct how colleges sell themselves using marketing materials and a real-life college tour. OBJECTIVES * Define branding and marketing. * Critically evaluate college marketing materials in order to make inferences about branding and marketing. * Visit a college campus to deconstruct branding and marketing. * Evaluate how the visited college aligns with personal requirements. ASSESSMENT * Reflection MATERIALS NEEDED * Advertisements for a popular product * Marketing materials for a few different colleges * Chart paper and markers for Whole group Discussion * " College Branding and Marketing " handout * Computer and internet access required to visit college websites. PREPARATION * gather print or video ads for different brands of the same popular product, such as a cell phone or a computer. * gather print marketing materials for a variety of colleges, or queue up a few different college websites on the overhead to share with the class during the Direct Instruction. * Book a trip to a local college in advance of this lesson. Use the Motivation and Direct Instruction on the day or morning before the visit. Use the Whole group Discussion and Summary after the visit. See the College Visit FaQs. * If a trip is not possible, use the college websites or visit www.campustours.com to facilitate a virtual tour. Note: An actual visit to a real college campus is likely to have a much deeper impact on the students. Regular visits to college campuses throughout high school will help to create a strong college-going culture in your school. lesson outline 1. Motivation 2. Direct Instruction 3. Whole Group Discussion 4. Direct Instruction 5. Independent Work 6. Summary branding and marketing (10 minutes) part I - how colleges sell themselves (10-20 minutes) thinking critically about branding and marketing (10 minutes) part II - set up for college tour (10 minutes) live or virtual college tour (10-60 minutes) is it for you? (5 minutes) LESSon 28: CoLLEgE BRAnDIng AnD MARKEtIng 261http://www.campustours.com