SPRING 2015 | Volume 5, ISSUE 2

message from the NEW ACADEMIC dean, p2

TOWN HALL MEETING, p3

evolution of the modern golf ball, p6

Where are the hotspots? Featured Article, p8

THE crazy power of social media, p12

in this issue

MAPPING the CAMPUS wi-fi

A Project with Prof. Mitch Cochran, p8

Message from the ACADEMIC dean

EDITORIAL STAFF

EDITOR-in-CHIEFAndrew Press

CONTRIBUTORSSahithi JalagamSumukhi MosesLarry De Jesus

pipeline.A California University of Management

and Sciences quarterly publication. Spring 2015 - Volume 5, Issue 2

02

WINTER 2015

he Second Town Hall Meeting was held on February 18th, 2015 in the student hall. President David Park was present along with Dean of

Administration Velina Lim. She made note of all the points raised by the students. They both answered each and every issue raised by the students very patiently.

The students were enthusiastic to participate in the Town Hall Meeting. Dr. Park mentioned that the main objective behind these town hall meetings is to get students’ feedback to create a better educational environment. Many issues were discussed including having a search tool on the library website for research. Additionally, students were also interested in forming a student organization committee.

David Park concluded the meeting by stating that they will try to solve all the issues discussed. The administration will try to do that by arranging meetings with the concerned people. They will do this in an effort to see that all students are happy around the university.

MEETINGTown Hall

03

by Sahithi Jalagam

“The first objective of any act of learning, over and

beyond the pleasure it may give, is that it should serve

us in the future. Learning should not only take us

somewhere; it should allow us later to go further

more easily.”-Jerome Bruner

n the spirit of facilitating high quality and affordable education, the Office of the Academic Dean at CALUMS is responsible for all matters relating

to the faculty, curriculum, and the academic experience of the students.

Our goal is to provide rewarding education for all students in the university. We will play an increasingly important role in the lives of the students, and work with them to achieve their goals. We promote collaboration among our faculty and students; and provide opportunities for students to build sustainable relationships

My passion for teaching and mentoring students is surpassed only by the creation of an environment, which improves the lives of students by providing opportunities for students to grow and develop as leaders. I believe I can offer the administrative and leadership skills necessary to benefit the aims and interests of all CALUMS students. I am a higher education professional with a Master of Business Administration from Pepperdine University and a Master of Science in Financial Engineering from Claremont Graduate University. In addition to that, I am currently in the process of completing my Ph.D. dissertation in Financial Economics at Claremont Graduate University. I am confident that my positive, team-centered attitude, coupled with my constant drive to produce solid results is a good fit for the Academic Dean position at CALUMS.

Mr. Silviu VeloviciCALUMS Academic Dean

NEW & REVISED

PROGRAMS COMING

LATE 2015

golf@calums.edu

ASSOCIATE BACHELOR CERTIFICATEMASTERS

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CHINALi, Wen

EGYPT Elsayed, HaniYoussef, Mark

INDIAAkkireddy, BhargavaAratikatla, HimabinduAtluri, SasidharBatchala, SravanChauhan, KumarianjaliEnumula Sakama Kapu, SrinivasErugu, MadhuGuthikonda, SushmaKarnati, AbhilashKommineni, BhagathKrotha, Venkat Sachit AnandMallisetty, Krishna ChaitanyaMandaru, PrudhvirajMohammed, ArifMohammed, Haleem UddinMohammed, Zubair ArsalanNaidu, Nagraj ChavakulaOgale, AnushreePanguluri, AnushaPatel, KaranPatel, MaulikPoligari, KinneraPotluri, NavyaReddammagari, DeepthiRokandla, SandeepSanugula, VeenaTrivedi, TejshreeTumkunta, Upender ReddyVaravadekar, AnuragVerulkar, KalyaniWattamwar, Punam

new students

JORDANAl Khawaja, OmarAl Maajali, KhaledArtimeh, AnasAtallah, TahaObeidat, SahdSamawi, NaderShaban, Abdallah

KUWAITAbu Hijleh, AhmedKhater, Mahmoud

MONGOLIADorjraa, Erkhembayar

NIGERIAArabambi, PhilipAwosanya, AdedapoHassan, JubrilImite, JoyOhen, GraceOlayinka, GbolahanOse, Charles

QATARQudaiesat, Ahmad

SAUDI ARABIAAlmiskeen, Hassan

SOUTH KOREAChung, JaemoonEum, Kwi HyeHan, JuhyungHong, Ji HeeKang, SoyeonLee, JaeyoungLee, JeongminLee, JiyeonNa, SanginShin, Kimin

SUDANElmubarak, Mohamed

THAILANDDussanee, ChaiyaratSae-Ia, Ratchadaphorn

U.A.E.Elamin, Duaa

USACope, Tyler

05

olf is a game that was played as early as the 13th century. Early Dutch literature contained references to “golf-like” games with medieval

names such as “spel mitten colve”, meaning, to play with a club. There will always be a debate as to who created the game with the Dutch, French, Belgians, Germans, Romans, and Chinese all playing similar games which may have contributed to the eventual development of the game. Golf as we know it today, is a format that is most attributed to being developed and propagated by the Scots. Golf experienced a great growth spurt in the 18th century in Scotland and the Scots deserve credit for how the game is played today along with major equipment advances within that time. Early pioneers and participants of golf used equipment that is virtually unrecognizable today. These golfers who first played the game used wooden “spoons” for clubs along with wooden golf balls. Today, those wooden spoons have turned into irons and woods that are made out of titanium and tungsten metals. Those once feathery golf balls are now constructed using complex, synthetic materials that are layered to give us the best performance possible.

Evolution of the Modern Golf BallHave you ever looked closely at a golf ball? Wondered what it’s actually made of or what’s inside? What about how all those dimples ended up on every ball? Or does your mind just assume that it’s a solid little white ball all the way through and that’s it? Whether you know or not, it has taken hundreds of years of development for what is now the modern version of a golf ball.

by Tyler Cope, Sports Management Chair

The very first golf balls were made of wooden material and probably

had some interesting playing characteristics. Those

handmade wooden balls were made of hardwoods such as

Beech or Boxroot. I can only imagine how it would

have felt to play golf with the combination of wooden golf clubs

and wooden golf balls. After the wooden ball era came the feathery golf ball. These were leather covered balls that were stuffed with goose feathers. The durability and cost of these balls was not sustainable. In the beginning these balls were easily damaged and extremely expensive to produce. This led to the wealthy as the primary

individuals who played golf. As time when on, the feathery ball became somewhat more durable but the process to make the ball was still very time consuming. This feathery ball was the standard until it was replaced with the Gutta-Percha ball. As the feather ball gave way to the Gutta-Percha ball in the 1850s, the economics of the time became a driving factor that accelerated the change. A ballmaker could produce only 4 or 5 feather balls in a ten hour period. The new “guttie” ball could be manufactured in molds and was far less expensive to produce. The guttie ball was eventually mass produced in presses and painted with 2 coats of paint. It was also discovered by accident, that golf balls with improperly smoothed surfaces often flew straighter and further than their smooth counterparts. This gave way to the “Hand Hammered Gutta Ball.” These balls were hammered with a consistent pattern throughout with a sharp edged hammer. This was the beginning of the modern dimpled surfaces we see today on golf balls.The next evolution of golf balls came with the design of the rubber core golf ball in the late 1890s. This new and unique golf ball construction and design featured a solid rubber core, high tension

rubber thread wrapped around the core, and a Gutta-Percha cover. They were first met with resistance, ironically, because they were described as being too long off the tee and too lively on and around the greens. Once Walter Travis won the U.S. amateur golf championship while playing one, the guttie ball became obsolete. Exhaustive golf ball design testing continued with a multitude of different cores. At one point, a small sac of water was substituted for the rubber core. Almost everything imaginable including steel, lead, mercury, soap, blood, compressed air, wood, castor oil, honey, earth, rubber, glycerin, and many others were also tried to no avail. Eventually golf ball manufacturers settled on one form of rubber or another. The composition of that rubber used today is still a closely guarded trade secret by manufacturers.

Today, golf balls are comprised of two, three, or four piece golf balls covered in materials that are, again, still closely guarded secrets of the manufacturers. These different materials offer different characteristics to suit each player’s game the best. Some offer more control while others offer more distance. Finding the optimal balance between control and distance is the ongoing challenge manufactures face. The game of golf does have rules that govern the characteristics of all golf balls. These rules include things like golf ball weight, size, maximum initial velocity, and spherical integrity and symmetry. While these rules may change ever so slightly, just remember how far we’ve come since the days of those handcrafted, wooden golf balls.

Photo courtesy of OnCoreGolf – manufacturer of high performance golf balls with proprietary metallic core that provides high moment inertia. Visit www.oncoregolf.com for more information.

07

FEATURED ARTICLE 09

rofessor Mitch Cochran gave an interesting assignment to

his students of the CS562 course. The assignment was to do Wi-fi mapping of the CALUMS campus. It was a beneficial exercise for the students involved. It exposed the students to a number of different aspects in a single exercise.

Wi-fi is a local area wireless technology, which allows an electronic device to participate in computer networking. It uses radio waves to provide wireless high-speed Internet and network connections. In the near future, wireless networking may become so widespread that we can access the Internet anytime, anywhere, without using wires.

From a technical point of view, the students were looking at the theory of how Wi-fi works and what tools are used to discover the information. Finding the correct tools is an important learning component of the exercise. The assignment was performed in groups of 2 and 3 students, the class first needed to select the tool, figure it out, and decide if it would work. If the tool did not provide sufficient information, it was necessary to get a different tool. The selection and use of the tool helped to reinforce the theory of how Wi-fi works. Professor Cochran gave a detailed explanation of what the students should make note of and to what extent they need to conduct the survey for the assignment. This explanation gave the students a clear idea of the goals for the assignment.

Mapping the Campus Wi-Fi

Where are the hotspots?Winter Quarter 2015 Data Communication & Computer Networks (CS 562) Class Project

CS 562 Class with Prof. Mitch Cochran.

The exercise was also fun to do because it was a sort of a treasure hunt. The class went around the university, in every nook and corner possible and made a note of readings. The answers were not exact, different groups had different readings depending on the tool that was used and the part of the day the exercise was done. If the number of students on campus was greater during evening hours, network traffic was more. During some situations the students needed to interpret the findings. After taking note of readings, they prepared a report on the readings and screenshots of every corner in the building.

They also re c ommende d that if in the future two more access points were added, the access points should be placed in the areas of biggest concern. The final aspect learned is the fact that Wi-fi is not an exact

science. It is an art more than exacting rules of how to place the radios so that they cover all of the areas that you are trying to cover.

In conclusion, this was a very useful assignment to the students who participated. Through this exercise we learned that by performing a hands-on assignment we could learn as much or more as an in class assignment. This exciting assignment was successful due both to the expertise and creativity of Professor Cochran, as well as the participation and hard work of the students in the course. I found it to be very useful and I look forward to an opportunity for assignments where hands-on learning is involved.

by Sahithi Jalagam

by Lionnel Yamentou

LET’S REDUCE WASTE!

Student activities and services

arch 4th, 2015 was a special day for the All Nations

T o a s t m a s t e r s Club. It successfully

hosted a special event themed: “Your Personal Brand, Your Greatest Asset.” The event was attended by more than 30 people who actively engaged in networking, and enjoyed 3 great speakers. The speakers shared their experiences in effective communication and personal branding.

All Nations Toastmasters Club is one of over 250 Toastmasters clubs in the Southern California area. The club meets at California University of Management and Sciences, every Saturday from 11:00 a.m. to 12:45 p.m.

Toastmasters International is a non-profit educational organization that teaches public speaking and leadership skills through a worldwide network of clubs. Come join us as a guest at our meetings every Saturday. Attendance is free for visitors.

A friendly reminder from our Student Services Director, Mr. Andrew Press

ver the Winter Quarter break, CALUMS has

launched a recycling

program as an effort to reduce the amount of waste being thrown into landfills. All students are encouraged to use the recycling bins near the bike parking area to dispose of glass bottles, aluminum cans, and plastic water bottles. Please use it accordingly!

11

HIKINGADVENTURE

he quarter event was a ringing success as we went hiking at Irving Regional Park the Sunday after finals. This quarter we decided to let the students vote between 5 options for what they wanted to

do for their event, and hiking was the consensus vote. It was easy to see why hiking won the vote as some 20 students and friends and family arrived to enjoy the outdoors on a beautiful sunny day. The event lasted for a couple of hours, with several people staying after to enjoy the park until sundown. We are very happy to see the event was so successful and we look forward to what next quarter will bring!

was about 18 when I first used the Internet. Anyway, that was long time ago. But looking back, social media was just starting and still not

that widely recognized compared to its popularity today. The social media

that we know now is rampantly used in different aspects of our lives. Almost all types of social networking sites have propagated the Internet space based on various interests: sharing photos and videos, communicating with friends, and networking to find either professional or romantic

connections.

The growing number of Internet users is perhaps one of the major contributors to the massive explosion of social media. Social media has also been extensively adopted by organizations as a tool for marketing purposes. In my Management Communication class with Professor Sasha Zadeh, I wrote a case study about why more organizations are jumping on the social media bandwagon. Successful organizations or those who wish to grow their business have included social media in their go-to-market strategies for the following reasons:

BRAND AWARENESS

One of the protruding benefits of social media is increasing the visibility of the brand through the Internet. Apart from promoting products and services, social media is a good avenue to show brand identity, personality, and culture. Social media can be used to reach out and gain the mind share of the target audience in addition to other traditional marketing platforms, since the number of Internet users and smartphone owners is g r o w i n g each day. With the right t a c t i c s of managing the online presence, a company can build a strong, reputable, and trusted brand image to boost the sales.

13

by Larry De Jesus

THE POWER OF SOCIAL MEDIAFacebook, Google+, Instagram, Twitter – are you in one of these top social networking sites?

SEARCH ENGINE OPTIMIZATION (SEO)

Social media is an organic way of improving the page ranking on search engines. Web spiders fetch social media profiles and posts to make them visible on search engines. Profiles published on social networking sites leave credible backlinks to increase

the relevance of a website, which affects the position on search results. Posts with link also help drive traffic to the landing page of a specific campaign or online promotion. Twitter made big news last February by announcing its deal with Google to make all the tweets visible to the Google’s search engine in real-time. When that happens, all promotions regarding products and services on Twitter’s microblogging site could reach the audience the moment they search on related keywords.

VIRAL MARKETING: THE CRAZY PART

Viral marketing is where the true power of social media comes in. The concept of viral marketing is to get people to willingly spread a campaign or an ad on social media to gain millions of views until it reaches the intended audience. Any interesting or unconventional topic that goes viral can be the subject of conversation over a coffee break and television talk shows, which is a sign of effective publicity. Viral marketing is the digital version of word-of-mouth – only many times over amplified. However, creating a campaign that will grab the attention of people is not an easy task, especially if the purpose is to propel a new brand. The campaign has to be extremely creative to make people voluntarily reshare, regram, repost, or retweet them on social media.

CUSTOMER ENGAGEMENT

The chance to “socialize” or interact with customers is probably one of the significant features of social media. Companies have used social media as an extension of their customer service and as a touchpoint to establish a personal connection with customers. Building that sincere bond with customers is a tried and tested way of increasing brand loyalty. Additionally, companies leverage themselves on social media to analyze consumer b ehavior and understand the factors influencing their buying decisions. By understanding how consumers think and feel, companies can develop effective marketing strategies or targeted ads that customers will most likely be receptive of.

THE SOCIAL MEDIA DILEMMA

Every brand tries to achieve a positive presence on social media, unfortunately, it does not happen all the time. Some publicity stunts are well received and some have an opposite turn out. Customers can openly rave about the brands they love and hate. Today, comments about a faulty product or a lousy service are not anymore contained within just friends or family. For example, a complaint on YouTube could spread like wild fire and trend worldwide, especially if more people share the same sentiments. With freedom of speech and the ability of someone to hide in an anonymous nickname on social media, anyone can rant on almost about everything.

CONCLUSION

Social media has become an unstoppable force that can either make or break a company. People have different perceptions, so it is important to find the right balance to achieve positive results. Furthermore, consider all the repercussions before joining in social media. Develop a powerful content strategy towards the target audience to attract followers. Use social media as a sandbox to experiment on different campaigns and find out which one is effective. Companies should also consider the task of managing social as a full time job because it requires a lot of time and effort. Therefore, to all my fellow students, especially those who are taking business degrees, use social media as a learning opportunity to gain skills that can be used in your companies or in future employment.

^CRAzY

CALUMS CAREER INFORMATION CENTER

Telephone: (714) 533-3946 ext 209Email: ccic@calums.edu

campus Nudge

Ms. Kholood JadallaCALUMS Career Information Center Advisor

he CALUMS Career Information Center (CCIC) has a new advisor to assist our graduate students and alumni in all areas

of career planning, including enhancing résumé, customizing cover letters, writing

response letters, and preparing for job interviews. CCIC will also help the students in exploring career-related interests; and providing them job-hunting tools and resources. Additionally, CCIC will provide experiential learning opportunities for the students by organizing mock interviews on campus and finding job fairs which students can attend.

Our very own alumna, Ms. Kholood Jadalla, heads the CALUMS Career Information Center. She will be available for advising every Monday thru Friday from 4:00 pm to 6:00 pm at Room 201L (IT & Career Center).

JOB SEARCH

JOB INTERVIEW TIPS

SCHOLARSHIP AWARDAkpan, MaryChen, YanhuaGalbadrakh, BilgunHan, InsunKhajeijahromi, MostafaWon, Jin

PROJECT DIRECTOR’S AWARDJadalla, KholoodTuncay, Emrah

ACADEMIC DEAN’S LISTAkpan, MaryAl-Batarseh, SamiAlzgool, Moaid AliBaniomar, AliBattur, DashnyamBhupathi Raju, Hema SreeBijja, AbhishekBuot, JessicaChen, YanhuaCho, KyungheeCho, WonheeDe Jesus, LarryGhaboun, AhmedHan, InsunIvanova, MilenaJamandri, Karolyn JoyceKang, Seung HyunLim, KyungmiMaclean Junior, BenjaminMara, Anusha

Moses, SumukhiMousa, FatimahMutiso, MosesPark, Hyeong JinPark, Jong MinQasim, MuhammadRai, KalpaSanchez Puche, AlejandroSathoop, NapatsanunShada, OlurotimiShin, SoaStoilov, MartinTadjitdinova, GulsumTanikella, SantoshiThammala, SunainaTuncay, EmrahWahdan, EhabWahdan, EyadWon, Jin

15

QUARTERLy

AWARDSCeremony

Visit our Google+ and Facebook page to view the awards photo.

Guiding Students in their Life After CALUMS.

California University of Management and Sciences 721 N. Euclid, Anaheim, CA 92801(714) 533-3946 | www.calums.edu

DATES TO REMEMBER

qUARTER

APRIL MAY

JULYJUNE

03 Friday

06 Monday

13 Monday15 Wednesday17 Friday

English Proficiency Test (ESL Students Only - 10:00 am Room 305)Spring Quarter StartsESL Class StartsELD Class StartsLast Day to Add & DropNew Student Orientation (4:00 pm Room 301)CPT Guidelines and Requirements Training (5:30 pm Room 308)

04 Monday ~ 09 Saturday

08 Friday 15 Friday16 Saturday18 Monday22 Friday25 Monday29 Friday

Mid Term Exam Period

Final Project Due (MS611)Scholarship Applications Due (Student Services) 1st Comprehensive Exam for Graduates (MS 621)2015 Commencement DayRegistration for Summer Quarter Starts2nd Comprehensive Exam for Graduates (MS 621)Memorial Day (University Closed)3rd Comprehensive Exam for Graduates (MS 621)Quarterly Awards Ceremony (5:00 pm Student Hall)

01 Monday ~ 06 Saturday 08 Monday ~13 Saturday 12 Friday14 Sunday15 Monday

Student Faculty Evaluation Week

Final Exam Period

Registration for Summer Quarter EndsEnd-of-Quarter Student ActivitySpring Quarter Break Starts

04 Saturday06 Monday

Independence Day (University Closed)Summer Quarter Starts

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Join us as a volunteer for Pipeline. We need you to be part of our team!

Email: andrew@calums.edu

SPRING 2015

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