Brandeis had warm from the oven chocolate chip cookies at the admissions office for students / families to take with them on tour. That is every bit as much “marketing” as their direct mail pieces.
The choice of what to see / showcase on a tour (and what to skip) is marketing. The language the tour guides are trained to use is marketing. The extent to which the campus is “branded” with colors and signage is marketing. if a college coordinates with other colleges in putting on a local program, that is marketing.