Analyzing the 'I Will What I Want' Campaign by Under Armour

Assessment Instruction

The assessment for this module comprises a 2500 word written essay, plus a 500 word critical reflection, submitted together in one document (Component A). In both cases, the word-count stated should not be exceeded.

The 2500 word written essay will assess your ability to critically evaluate and analyse a topical communications issue/campaign and to identify and integrate an appropriate selection of significant communication literature to provide context, structure and objective support for your conclusions. 

The 500 word critical reflection asks you to reflect on how the module content has informed your approach to this assignment.

The task is designed to satisfy the following module learning outcomes.

On successful completion of this module students will be able to:

1.Demonstrate a critical understanding of the development of marketing communications theory and its relevance in a contemporary context 

2.Demonstrate knowledge and understanding of the role of marketing communications in the co-creation of meaning for the consumer 

3.Critically evaluate communication issues in an holistic and strategic context 

4.Review and critique mix, media and message decisions across diverse contexts 

5.Identify, select, synthesise and present relevant information from available resources

6.Undertake independent/ self-directed learning 

7.Use written formats and linguistic skills to communicate ideas and information clearly, logically, persuasively and effectively

The highly successful multi-channel, transmedia campaign for Under Armour, ‘I will what I want’ was launched in 2015 to solve a critical business problem: ‘How does a brand long associated with American football win over a massive new target that outright rejects the brand?’

Consider the original campaign - how it achieved an astonishing 28% sales increase and how this impacted perception of the brand.

You are required to:

1.Analyse the communications issue/campaign drawing on the approaches studied in the module. 

2.Critically evaluate the communications issue/campaign, using recognised frameworks and marketing communications theory.

3.Discuss the meaning of the campaign using relevant academic concepts. This may include all or some of the following:

4.Submit a critical evaluation of the campaign in the light of your understanding of the communications context, academic materials and trends in marketing communications.

5.Provide a list of sources using the UWE Harvard style.

6.Provide a 500 word critical reflection making clear linkages between your critical evaluation and the module content.