Now in its third year, TITANIAM, the student-centered initiative designed for aspiring marketing professionals at Cal State Fullerton’s College of Business and Economics, aims to support first-generation students from multicultural backgrounds in gaining meaningful access to careers in marketing, advertising and branding. While talent is abundant in these fields, access and exposure remain unevenly distributed.

TITANIAM empowers capable, ambitious and creative students to cultivate the professional networks, industry visibility, mentorship and real-world guidance needed to navigate competitive career paths.

“We create a bridge between the classroom and industry by giving students direct exposure to professionals, applied learning opportunities, networking, mentorship, and comprehensive career preparation,” explains Marketing Professor Jake Beniflah, who is the program’s director. “TITANIAM exists to make marketing careers feel visible, attainable and within reach.”

TITANIAM is structured around five core programs: scholarships for high-achieving, underserved first generation students, a career advancement network, an annual celebration and passage event each spring, community outreach, and onboarding within marketing courses to introduce students to TITANIAM.

A Focus on Multicultural Marketing as a Foundation of TITANIAM

For years, Beniflah has focused extensively on multicultural and intercultural communication. His research interests include marketing in multicultural America; diversity, equity and inclusion; and consumer behavior across cultures. This scholarly focus directly informs the student experience, ensuring that the marketing curriculum reflects and serves the diverse population of both domestic and international students within the College of Business and Economics.

“Marketing is most powerful when it reflects the full complexity of people’s lives, identities, and lived experiences,” explains Beniflah, who notes that better understanding leads to improved communication, better strategy and ultimately optimal business outcomes.

Why and How You Should Get Involved

Through TITANIAM, students gain early access to internships and career opportunities across the Orange County and Los Angeles regions even before graduation. Participants also develop professional confidence and become part of a supportive community that includes students, alumni and faculty.  These benefits make TITANIAM a valuable resource for marketing-focused students across all majors.

For more information, visit the program’s website or social media presences on Instagram or LinkedIn.