In the present descriptive qualitative study, we present the concept of vocational branding to provide a definition and explain how it may increase interest in a particular vocation or career. We define vocational branding as a set of stories, facts, and ideas communicating the personality, traits, and realistic benefits and challenges of a…

There is growing attention to student assessments designed to reach beyond the classroom, including assessments with an immediate or future audience. The impact of audience, however, has not been examined in multimodal assessments across continents, institutions, disciplines, and teaching contexts. Using qualitative data, this article examines the…