The marketing students at Cal State Fullerton’s College of Business and Economics are growing in reach and impact through Titaniam, a new platform for several programs within the Department of Marketing aimed at integrating students, alumni, faculty and the business community to create mutually beneficial relationships and activities.
These students are now advising real-world clients, conducting research studies that help businesses in the community better plan and understand the needs of today’s consumers while equipping students to grow as business professionals.
In spring 2024, Nasoya Foods, a plant-based brand, used the insights and expertise of CSUF marketing students to measure consumer preferences for a new concept centered around fresh, single-serving Asian-style noodles. The study, which was conducted by 35 students in the Marketing Strategy Capstone and supervised by Jake Beniflah, lecturer in marketing, was a first for the Titaniam platform. The collaboration was facilitated by Ellen Kim, associate professor of management and marketing director for Nasoya Foods.
“As an adjunct professor, I recognized the need for marketing students to gain real-world experience,” said Kim. “The students provided valuable Gen Z consumer insights on our upcoming product launch, giving us direct feedback from our target audience. We look forward to continuing our collaboration with the CSUF team on future projects.”
The marketing students not only received hands-on experience with a leading brand, but they also presented directly to the vice president of marketing and senior director of project management at Nasoya Foods.
“This type of assignment — researching product innovation and packaging ideas — typically is done in-house, within the brand and ad agency. The client has a lot of trust in us,” said Beniflah. “This is an experience of a lifetime. What they did in this class will serve them well in their careers. Students loved learning what real brands are doing. It balances out theory with practice.”
For spring 2025, five additional client projects are planned, an endorsement of the value such projects provide to the students and the business community.
“Real-life projects were near the top of students’ requests when we did a survey of their needs. This initiative is very much in sync with their wishes,” explains Chiranjeev Kohli, chair and professor of marketing. “I am especially thankful for Ellen Kim for bringing us our very first sponsored project. I believe her team is extremely pleased with the partnership and they have returned for another project this spring.”
Class of 2025 grad Lauren Schuerger, president of the Titaniam student club, notes these real-world projects have been a major stepping stone in the new program’s growth and development. “Since the program’s announcement in February 2024, Titaniam has created a buzz of excitement among CSUF students. Like other Titaniam programs, real-life projects like this not only equip students with the essential knowledge needed to excel in the marketing field but also open doors to valuable job and internship opportunities.”
The Titaniam program focuses on five initiatives: scholarships for underserved first-generation college students; the Career Advancement Network, which brings companies seeking high-GPA marketing students for internships; the Celebration and Passage gala event each spring; Titaniam community outreach projects such as the collaboration with Nasoya Foods; and onboarding to connect students with the various Titaniam programs.
“Titan is the mascot for the university. The program Titaniam is inclusive of the words, Titan I am. It is meant to convey that students who are part of the program are tough, resilient and responsive,” said Beniflah.
For more information, visit the Department of Marketing website or reach out to titaniam@fullerton.edu. Read more of our articles on marketing education and research at Cal State Fullerton.