Planning the Lesson

Title of Lesson/Task: You as a Brand

Concept:

Grade: Grade 10
Subject(s): GLC2O and BBI2O and/or
ENG2D
Or 11 BMI3C / ENG11C
Curriculum Expectations (Overall Expectations): Learning Goals
Knowledge and Understanding
Grade 10 English - Academic
Students will have a better
1. Reading for Meaning: read and demonstrate an
understanding of Business
understanding of a variety of literary, informational, and
terminology
graphic texts, using a range of strategies to construct
Students will have a better
meaning;
understanding of who they are as
2. Speaking to Communicate use speaking skills and
individuals in todays society.
strategies appropriately to communicate with different
Demonstrate how we are affected
audiences for a variety of purposes;
by societal expectations and
3. Developing and Organizing Content: generate,
consumerism?
gather, and organize ideas and information to write for
an intended purpose and audience;
Skills
By the end of the lesson/task
Grade 10 Career Studies Open
students will be able to:
1. Use a self-assessment process to develop a personal profile
Define/use the key terms
for use in career development planning;
Be able to critically and creatively
2. demonstrate effective use of interpersonal skills within a
demonstrate their brand and
variety of settings
what defines them as individuals
Make connections between brands
Grade 10 Introduction to Business Open
and previous lessons on
1. Demonstrate an understanding of the importance and role
marketing.
of marketing in business;
2. Demonstrate an understanding of the importance and role
of information and communication technology in business.

Enduring Understanding(s)/Big Idea(s):

Understanding who we are and how we want others
to perceive us.
Understand the marketing and development of a
brand and the impact it has on people and
generations.

Essential Questions:
- How do Brands use marketing to
gain potential customers?
-How are you impacted by marketing
and
consumerism
- Are you a Brand? How would you
market yourself? And Why?

Relevance:
1) People constantly want the next big thing and may not understand the marketing around
Brands, why should you be aware of what corporations are doing?
2) In todays society we have so many ways to stay connected but may feel disconnected or
lost in who we are and what we want to accomplish
Media:
Show youtube clips, such as, Dear Future Generation: Sorry. What is a Brand, The Greatest
TEDTALK ever sold Morgan Spurlock. Links to additional readings/videos

Differentiated Instruction, Modifications and Accommodations (Lesson Delivery):

Learning environment: whole class discussion, small group settings, cross-curricular
collaboration
The class will begin with the reading of the first article Students will have a copy of the
article in google docs so that they can add class notes or individual notes as we read the
article and clarify any questions about words, meanings, and ideas. Students will be able to
use speech-to-text technology after the reading to listen over the article again for better
understanding. Students will be able to share their notes on a classroom doc to help other
students.
Students will have filled out the google doc about the videos prior to the lesson and we will
bring up the doc on the smartboard we will use the smart board to add additional ideas and
notes from the classroom discussion and save this for students to review in groups or
individually at home.
When students go into their small groups to discuss advertisements students will have the
options to record their conversations to speech to text technology for students to review
notes of group discussion- students will also be able to upload their thoughts and questions to
the classroom document that must be submitted by all groups.
For the vlog / podcast assignment students will have links to videos and powerpoints and
samples of previous vlogs / podcasts to help in creating and completing assignment
Students will have the opportunity to work individually or with partners (accommodation) as
long as they can prove they each did equal share. Students will have access to mindomo to
help create mindmaps for their ideas. Students will be expected to help each other with
editing of scripts using google docs or any other platform.
Students will provide feedback to classmates on their videos using 3-2-1. Students will be
able to edit or work on the finishing touches before they submit their final version to the
teacher.
Content:

cross-curricular

Process:

online collaboration (editing, revising)

What accommodations and modifications (for students withIEPs) will you make to support
students with special needs or English Language Learners, etc.
Increase time, space, amount
Scribe/ speech-to-text
Oral explanation
Include visuals, models, cueing, organizers
Change seating, groupings, pre-select peer editors
Peer tutor/Partner
Other: use of accessibility features on iPads that allow for speech recognition; text to
speech; speech pacing; guided access, etc.
Provide additional mini lessons / lunch time support on how to create, edit, and upload a
vlog and/or podcast
Help support each student based on their needs and recommended accommodations that have
been outlined in their IEP or through discussions with other teachers and the Student Success
Team.

Differentiated Instruction, Modifications and Accommodations (Assessment):

Ongoing assessment and checklists as students develop their ideas and graphic
organizers
Students will be able to collaborate and brainstorm ideas in groups; even though ideas
and final product must be submitted individually
Students will have the option of handing in the assignment in the form of a podcast or
vlog
Critical Thinking
What critical thinking activities will you use to explore
the
topic?
Evaluate the difference between marketing
strategies
Rework the piece
Critique the piece
Assessment:
Assessment for Learning:
(Diagnostic) How will you know what the students
already know
and can do related to this topic?

Describe chosen critical thinking

activity:
Students will have to examine and
explain how brands use advertising and
marketing to sell their product.
Students will have to explore who they
are as a brand and/or their generation
Detailed description of Assessment
Process and Strategies:
State learning goals for students.
This unit is helping students to better
understand who they are and students
have reflected and have taken quizzes
(multiple intelligence, left/right brain,
true colours etc.,) to better understand
who they are.

(Formative) What evidence will show what the

students are
learning as the lesson unfolds?

Students will be discussing the articles

and questions proposed to them and
creating additional questions they
could talk about in their podcast/vlog.
Use roles for group discussion
(recorder, leader, etc) Provide peer
feedback forms after (individual)

Assessment as Learning:
(Formative) What opportunities will you provide for
peer and/or
self-assessment, setting/revisiting
learning goals?

Students will have the opportunity to

brainstorm with peers, create questions
etc., Students will also have 3 peer
edits of their script before they record.
(Check for critical thinking, grammar,
sentence structure, etc.)
Using the edit/revise checklist

Assessment of Learning:
(Summative) How will you know how well they
understand the
big idea(s) and what knowledge and
skills have
been gained?

Students will submit their final product

to their student website account under
the section Are You A Brand? with
their graphic organizer, and script.
They will submit their peer edited and
revised scripts to me via google doc.
-Develop Success Criteria with students

Possible Assessment Strategies:

Teacher my choose to involve any of the following:
o

Discussion

Learning Log/Journal

Quiz

Interview/Conference

Self-Assessment

Oral Report

KWL

Peer Assessment

Presentation/Performance

Pre Test

Personal Reflection

Audio/Video/Technological

Observation

Project

Rubrics

Work Sample

Achievement Chart

Checklist

Delivering the Lesson

Minds On: Approx.
minutes

15

What are the students doing? What are you doing?

Discussion about videos

Prior to this lesson - students

have completed
Read article about Are you a
lessons/assignments on Who
Brand as a class. Refer to article Am I and What motivates
on page 7 of lesson plan.
me

Materials:
Handout / students
can use own device
to read from teacher Students can ask any questions
website /watch video about the videos and/or article.
links
Computer and
projector (videos are
already downloaded)

For Homework students should

have watched the video Dear
Future Generation Sorry &
What is a Brand video & The
greatest tedtalk ever sold

Marketing a Brand
Action: Approx. 60
(All students will be able to
Students
will
break
up
into
small
minutes and additional class
reference these answers to
groups and discuss the package of help guide them in their
time to work / collaborate
pictures and youtube links which vlog/podcast and their next
contain ads/commercials
assignment of Marketing their
marketing different brands.
Brand
- Students will examine the ads
and discuss the 5 ws and how
Teacher circulates classroom
about the brands and the
and takes anecdotal notes and
objective.
listens to group discussion and
helps students
-For each ad: examine whether or
not the marketing of the brand is
effective and explain their
As a class we will take this
reasoning.
up on the Smart board
groups will be able to make
Students can use their devices to notes that will be shared
record their answers and thoughts with the class on the slide
on a google doc which will be
shared with the class.
-Remind students of ppt for
how to make a vlog/podcast
Introduce Assignment
and edit/revise
What Brand Are You?
Focus Question for podcast/vlog
Students can use mindomo
Discuss what you think about the or a paper graphic organizer
idea that Millennials are basically from the binder at the back of
aspiring entreprenuers whose
the room
approach to self-expression,
creativity, and social change is
Monitor student progress and
writing a business plan. Does this collaboration. Provide feedback
describe you and your friends? Do
you feel as if you are always
Provide ongoing formative
selling yourself, or see yourself as feedback.
a brand? If so, how would you
describe your brand and your
Evaluate final products and
goals? If not, how would you
provide summative feedback.
characterize yourself and your
generation?
Students will have the opportunity
to collaborate on ideas/brainstorm
session
Student will have access to all
Provide written feedback via eIndependent Practice:
time to work independently documents, links and ppts. They mail, google docs, and in class
will be posted on the classroom
meetings
during class time and
website.
outside class time

Consolidation: brief 510 minute times at end of

several periods

Students can ask questions and

discuss issues about Brands,
Marketing, Editing, Revising, and
making of their script,
vlog/podcast.

Next lesson:

Students will create a billboard

advertisement or magazine
advertisement representing their
brand and/or generation

Provide students with

exemplars of assignments,
edits/revises, provide feedback,
checklists and so on.

Additional Resources and Links

Resource
What is a brand (approx. 3 min)
Dear Future Generation Sorry
(Approx. 6 min)
The Greatest TEDTALK ever sold
Morgan Spurlock (Approx. 19 min)
Watch at least from Min 8 to
19min
How to make a vlog
How to make a podcast
Required Reading 1 Brand Called
You
Required Reading 2 Generation
Sell
Examples of Videos to watch in
groups

Examples of Pictures

Link
www.youtube.com/watch?v=k5016fh7TgQ
https://www.youtube.com/watch?v=eRLJscAlk1M
https://www.youtube.com/watch?v=Y2jyjfcp1as

Refer to classroom website for rules and internet

safety. Possible sites:
Imovie, windows movie maker, avidemux
Refer to classroom website or
http://audacity.sourceforge.net/
www.fastcompany.com/28905/brand-called-you
www.nytimes.com/2011/11/13/opinion/sunday/theentrepreneurial-generation.html
1) Share a Coke
https://www.youtube.com/watch?v=2X8Bd3-G6IU
2) Nike Find Your Greatness The Jogger
https://www.youtube.com/watch?v=2JnYcuRW_qo
3) Dove Choose Beautiful
https://www.youtube.com/watch?v=7DdM-4siaQw
4) Burger King I am Man
https://www.youtube.com/watch?v=vGLHlvb8skQ

Adidas

Heinz

Colgate

Editing/Revising PPT
Critical Thinking Writing PPt
Graphic Organizers
Editing and Revising Checklist
Rubric

Classroom Website
Classroom website
www.mindomo.com or refer to graphic organizers
at the back of the room
Check folder at the back of the room or print a
copy from classroom website
Refer to classroom Website

Are You a Brand?

By Holly Epstein Ojalvo

(November 15, 2011)

An Op-Ed writer argues that youth culture today is characterized by an entrepreneurial spirit in
which everyones selling something themselves, an idea, a lifestyle, social responsibility.
Do you think that description characterizes you and your friends, and your generation?
In his Sunday Review section Op-Ed article, Generation Sell, William Deresiewicz describes what he thinks
sets Millennials apart from previous youth cultures:
According to one of my students at Yale, where I taught English in the last decade, a colleague of mine would
tell his students that they belonged to a post-emotional generation. No anger, no edge, no ego.
What is this about? A rejection of culture-war strife? A principled desire to live more lightly on the planet? A
matter of how they were raised everybodys special and everybodys point of view is valid and everybodys
feelings should be taken care of?
Perhaps a bit of each, but mainly, I think, something else. The millennial affect is the affect of the salesman.
Consider the other side of the equation, the Millennials characteristic social form. Heres what I see around me,
in the city and the culture: food carts, 20-somethings selling wallets made from recycled plastic bags, boutique
pickle companies, techie start-ups, Kickstarter, urban-farming supply stores and bottled water that wants to save
the planet.
Todays ideal social form is not the commune or the movement or even the individual creator as such; its the
small business. Every artistic or moral aspiration music, food, good works, what have you is expressed in
those terms.
Call it Generation Sell.
Bands are still bands, but now theyre little businesses, as well: self-produced, self-published, self-managed.
When I hear from young people who want to get off the careerist treadmill and do something meaningful, they
talk, most often, about opening a restaurant. Nonprofits are still hip, but students dont dream about joining one,
they dream about starting one. In any case, whats really hip is social entrepreneurship companies that try to
make money responsibly, then give it all away.
Its striking. Forty years ago, even 20 years ago, a young persons first thought, or even second or third thought,
was certainly not to start a business. That was selling out an idea that has rather tellingly disappeared from
our vocabulary. Where did it come from, this change? Less Reaganism, as a former student suggested to me,
than Clintonism the heroic age of dot-com entrepreneurship that emerged during the Millennials childhood
and youth. Add a distrust of large organizations, including government, as well as the sense, a legacy of the last
decade, that its every man for himself.
Because this isnt only them. The small business is the idealized social form of our time. Our culture hero is not
the artist or reformer, not the saint or scientist, but the entrepreneur. (Think of Steve Jobs, our new deity.)
Autonomy, adventure, imagination: entrepreneurship comprehends all this and more for us. The characteristic
art form of our age may be the business plan.
Vlog/Podcast Question: Discuss what you think about the idea that Millennials are basically aspiring
entrepreneurs whose approach to self-expression, creativity and social change is writing a business plan. Does
this describe you and your friends? Do you feel as if you are always selling yourself, or see yourself as a brand?
If so, how would you describe your brand and your goals? If not, how would you characterize
yourself and your generation?
*Brand refer to additional reading at
http://www.fastcompany.com/28905/brand-called-you
*Generation Sell - http://www.nytimes.com/2011/11/13/opinion/sunday/theentrepreneurial-generation.html