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Innovation expert to bring talents to West Virginia University

Joe Jaffe at Integrate West Virginia

Joseph Jaffe, an established author, entrepreneur and sought-after consultant, is bringing his expertise to the West Virginia University Reed College of Media as an instructor in the Integrated Marketing Communications online graduate program. 

Jaffe is pulling from his experience as a reformed adman, strategic consultant and thought leader to develop and teach a new course, “Disruptive Innovation,” for the spring 2019 term.

Currently the Admiral and co-founder of HMS Beagle, a strategic consultancy that helps clients navigate the journey to survival, Jaffe has spent more than 15 years as an entrepreneur and thought leader on marketing and innovation. His clients have included Nestle, Purina, Colgate-Palmolive, Panasonic, Kraft Foods, and The Coca-Cola Company. 

Jaffe is also the author of four books including landmark “Life after the 30-second spot” and “Flip the Funnel.” His fifth book, “Built to Suck: The Inevitable Demise of the Corporation…and how to save it?” will be published in March, 2019. 

“We are excited to welcome Joseph to our faculty and to launch this innovative, new course in brand survival, “said Chad Mezera, assistant dean of online programs at the College of Media. “Our programs are committed to being at the forefront of marketing communications education, and knowledge of the changing digital landscape is imperative for our students.”  

In this course, students will come up with strategies and tactics to help brands manage changing consumer demands and disruptive technologies, and succeed in shifting market dynamics. This elective course in the IMC master’s degree program will give students exposure to “survival planning” and innovative thinking for modernizing brand growth. 

“Survival planning is entirely new, and it’s completely necessary because today, we’re all in the survival business. Indeed, large corporations are falling and from a marketing standpoint, the next ad campaign, tagline or real-time tweet is not going to move the needle,” said Jaffe. “The stakes are too high. Today’s student is tomorrow’s marketing leader and they need to be equipped with new skills in order to successfully navigate a new business reality.”

Jaffe was a featured speaker at the College of Media’s Integrate West Virginia Conference held in June 2017 in Huntington, West Virginia. 

Hailing from South Africa, he earned his bachelor’s degree from the University of Cape Town. 

Learn more about the IMC graduate program, faculty and curriculum at  .