A California University of Management and Sciences (CALUMS) quarterly publication. Pipeline Spring 2015 - Volume 5, Issue 2 In this issue: 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

1. 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-fiA Project with
Prof. Mitch Cochran, p8

2. Message from the ACADEMIC dean
EDITORIAL STAFF
EDITOR-in-CHIEF
Andrew Press
CONTRIBUTORS
Sahithi Jalagam
Sumukhi Moses
Larry 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.
MEETING
Town 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,andworkwiththemtoachievetheirgoals.
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 Velovici
CALUMS Academic Dean

3. NEW &
REVISED
PROGRAMS
COMING
LATE
2015
golf@calums.edu
ASSOCIATE
BACHELOR
CERTIFICATE
MASTERS
facebook.com/CALUMS.Sports
CHINA
Li, Wen
EGYPT
Elsayed, Hani
Youssef, Mark
INDIA
Akkireddy, Bhargava
Aratikatla, Himabindu
Atluri, Sasidhar
Batchala, Sravan
Chauhan, Kumarianjali
Enumula Sakama Kapu, Srinivas
Erugu, Madhu
Guthikonda, Sushma
Karnati, Abhilash
Kommineni, Bhagath
Krotha, Venkat Sachit Anand
Mallisetty, Krishna Chaitanya
Mandaru, Prudhviraj
Mohammed, Arif
Mohammed, Haleem Uddin
Mohammed, Zubair Arsalan
Naidu, Nagraj Chavakula
Ogale, Anushree
Panguluri, Anusha
Patel, Karan
Patel, Maulik
Poligari, Kinnera
Potluri, Navya
Reddammagari, Deepthi
Rokandla, Sandeep
Sanugula, Veena
Trivedi, Tejshree
Tumkunta, Upender Reddy
Varavadekar, Anurag
Verulkar, Kalyani
Wattamwar, Punam
new students
JORDAN
Al Khawaja, Omar
Al Maajali, Khaled
Artimeh, Anas
Atallah, Taha
Obeidat, Sahd
Samawi, Nader
Shaban, Abdallah
KUWAIT
Abu Hijleh, Ahmed
Khater, Mahmoud
MONGOLIA
Dorjraa,Erkhembayar
NIGERIA
Arabambi, Philip
Awosanya, Adedapo
Hassan, Jubril
Imite, Joy
Ohen, Grace
Olayinka, Gbolahan
Ose, Charles
QATAR
Qudaiesat, Ahmad
SAUDI ARABIA
Almiskeen, Hassan
SOUTH KOREA
Chung, Jaemoon
Eum, Kwi Hye
Han, Juhyung
Hong, Ji Hee
Kang, Soyeon
Lee, Jaeyoung
Lee, Jeongmin
Lee, Jiyeon
Na, Sangin
Shin, Kimin
SUDAN
Elmubarak, Mohamed
THAILAND
Dussanee, Chaiyarat
Sae-Ia, Ratchadaphorn
U.A.E.
Elamin, Duaa
USA
Cope, Tyler
05

4. 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.
Evolutionof the
Modern Golf Ball
Have 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
hadsomeinterestingplaying
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
straighterandfurtherthan
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
thelate1890s. Thisnewanduniquegolfballconstruction
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

5. 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.Itexposedthe
studentstoanumberofdifferent
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
nearfuture,wirelessnetworking
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.
Findingthecorrecttoolsisanimportant
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.
Theexercisewasalsofuntodobecause
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
reportonthereadingsandscreenshots
of every corner in the building.
They also
recommended
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

6. by Lionnel Yamentou
LET’S REDUCE WASTE!
Student activities and services
arch 4th, 2015 was
a special day for
the All Nations
To 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
HIKING
ADVENTURE
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!

7. 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 behavior
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

8. CALUMS CAREER INFORMATION CENTER
Telephone: (714) 533-3946 ext 209
Email: ccic@calums.edu
campus Nudge
Ms. Kholood Jadalla
CALUMS 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;andprovidingthemjob-huntingtoolsandresources.
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 AWARD
Akpan, Mary
Chen, Yanhua
Galbadrakh, Bilgun
Han, Insun
Khajeijahromi, Mostafa
Won, Jin
PROJECT DIRECTOR’S
AWARD
Jadalla, Kholood
Tuncay, Emrah
ACADEMIC DEAN’S LIST
Akpan, Mary
Al-Batarseh, Sami
Alzgool, Moaid Ali
Baniomar, Ali
Battur, Dashnyam
Bhupathi Raju, Hema Sree
Bijja, Abhishek
Buot, Jessica
Chen, Yanhua
Cho, Kyunghee
Cho, Wonhee
De Jesus, Larry
Ghaboun, Ahmed
Han, Insun
Ivanova, Milena
Jamandri, Karolyn Joyce
Kang, Seung Hyun
Lim, Kyungmi
Maclean Junior, Benjamin
Mara, Anusha
Moses, Sumukhi
Mousa, Fatimah
Mutiso, Moses
Park, Hyeong Jin
Park, Jong Min
Qasim, Muhammad
Rai, Kalpa
Sanchez Puche, Alejandro
Sathoop, Napatsanun
Shada, Olurotimi
Shin, Soa
Stoilov, Martin
Tadjitdinova, Gulsum
Tanikella, Santoshi
Thammala, Sunaina
Tuncay, Emrah
Wahdan, Ehab
Wahdan, Eyad
Won, Jin
15
QUARTERLy
AWARDSCeremony
Visit our Google+ and Facebook page to view the awards photo.
Guiding Students
in their Life After
CALUMS.

9. 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 Monday
15 Wednesday
17 Friday
English Proficiency Test
(ESL Students Only - 10:00 am Room 305)
Spring Quarter Starts
ESL Class Starts
ELD Class Starts
Last Day to Add & Drop
New Student Orientation (4:00 pm Room 301)
CPT Guidelines and Requirements Training
(5:30 pm Room 308)
04 Monday ~
09 Saturday
08 Friday
15 Friday
16 Saturday
18 Monday
22 Friday
25 Monday
29 Friday
Mid Term Exam Period
Final Project Due (MS611)
Scholarship Applications Due (Student Services)
1st
ComprehensiveExamforGraduates(MS 621)
2015 Commencement Day
Registration for Summer Quarter Starts
2nd
ComprehensiveExamforGraduates (MS 621)
MemorialDay (University Closed)
3rd
ComprehensiveExamforGraduates(MS 621)
QuarterlyAwardsCeremony(5:00pmStudentHall)
01 Monday ~
06 Saturday
08 Monday ~
13 Saturday
12 Friday
14 Sunday
15 Monday
Student Faculty Evaluation Week
Final Exam Period
Registration for Summer Quarter Ends
End-of-Quarter Student Activity
Spring Quarter Break Starts
04 Saturday
06 Monday
Independence Day (University Closed)
Summer Quarter Starts
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SPRING 2015
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