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Education A Guide for Planning My Studies in Marketing Communication at Columbia College Chicago

Dear Students: You picked a great time to major in marketing communication. The worldwide information industry is exploding with opportunities - and with fresh challenges that put new competitive demands on artists, technicians, businesspeople, and civic leaders to know how to construct and promote their messages effectively. In this age of information, the art of persuasion is key. The science of marketing turns technological innovations and insights in human behavior into billion-dollar industries. The culture of advertising shapes and colors the world we live in. And the persuasive power of public relations dominates not only the marketplace of ideas, but the political arena as well.

The Marketing Communication Department will provide you with an intensive understanding of the disciplines of Marketing, Advertising, and Public Relations. With a sense of continuity between traditional and emerging practice, our mission is to prepare students for the professions, now and in the future. We aim to educate students in the theory and practices of their chosen field. Our approach can help you not only find your first jobs in your chosen field, but also enable you to climb faster and farther than your counterparts entering the job market from other institutions. Please use this portfolio to organize your notes on your education in marketing communication. You’ll find it useful as a way to keep track of your progress, not only here at Columbia College, but also as a tool to help you identify your accomplishments as you search for your first professional position. Here’s to your success! Thomas Hamilton and Herbert Allen Co-Chairpersons, Marketing Communication Department

Photo: Ben Reed (’06)

Photo: Ben Reed (’06)

Who Should I Know in the Marketing Communication Department? Our faculty, all seasoned marketing communication professionals, and our staff members are happy to answer your questions and provide advice on Columbia College, on the fields in marketing communication, and on building a successful career. You are welcome to visit in person or contact us by telephone, fax, or email. Specific office hours of our full-time faculty are posted on the wall outside of the Marketing Communication Office.


Full-Time Faculty

Herbert Allen Thomas Hamilton

Sandra Allen Kevin Christophersen Sandra Kumorowski Alton Miller Laurence Minsky Margaret Murphy Cynthia Pike-Fuentes Mike Swidler Margaret Sullivan Margot Wallace

Program coordinators

Dr. Hyunjung Bae Marketing Studies

Shanita Akintonde Advertising Studies

Anne Marie Mitchell PR Studies

We also have an adjunct faculty of approximately 65 working professionals. Staff

Dave Gordon Internship Director Sherlene McCoy Department Manager Craig Sigele Academic Manager Cornell Wright Director, Technology Resources

Photo: Sahyley Hernandez (’06)

Who Else Should I Know in the Marketing Communication Department? All of our faculty members are not only working professionals, they are teachers who take seriously their commitment to providing our students with cutting-edge skills within the context of a liberal arts education. All of our adjunct faculty members maintain a mailbox within the Marketing Communication Department to make it easy for you to reach them. Please put the contact information of your instructors on this card for easy retrieval. On the Department website you will find a complete list of Full–time Faculty and Adjunct professors with their contact information. _Communication/Faculty/

Who Else Should I Know at Columbia College Chicago? Our resources extend beyond our classrooms to the conference rooms and executive suites of many communication firms in the Chicago area, which provide guest lecturers and invite students for on-site educational experiences. Specific resources helpful to you within Columbia College Chicago, but outside of the Marketing Communication Department, are listed on the other side of this page.

Artwork: Joy Whalen (’05)

Liberal Arts & Sciences Requirements, Schedule Planning, Assistance, Graduation Audits, Policy and Procedure Information, and General Questions:

College Advising Call 312-369-7645 to arrange an appointment. Research Consultations & Help Using Research Tools

Carol Gulyas Reference & Instruction Librarian Columbia College Library 312-369-7072

Portfolio Advising, Production, Professional Portfolio Reviews, Student & Alumni Portfolio Websites

The Portfolio Center 623 S. Wabash, Suite 307 312-369-7280 Scholarship Information & Application Forms:

Maureen Herlehy Enrollment Management 600 S. Michigan, Room 300B 312-369-7135

Help Developing & Strengthening Writing Skills

Services for Students with Disabilities

The Writing Center 618 S. Michigan, 1st Floor 312-369-8130

Cuong Chau Coordinator of SSD 623 S. Wabash, Suite 304 312-369-8296

Free Counseling Services

Questions about campus housing and dormitory life

The Office of Counseling Services 731 S. Plymouth Court, Suite 112 (Lower Level) Stop by their office or call 312-369-8700 to schedule an appointment. Issues or questions about diversity at Columbia

Sheila Carter Executive Director Multicultural Affairs 618 S. Michigan, 4th Floor 312-369-7187 muticulturalaffairs

Photo: Nolan Wells

Where Can I Find the Marketing Communication Department? 624 S. Michigan Avenue, Suite #800

> Mail: 600 S. Michigan Ave,

Chicago, IL 60605 > Phone: 312-369-7600
 > Fax: 312-369-8065
 > Email:

The Marketing Communication Department is within the School of Media Arts at Columbia College Chicago Robin Bargar


Photo: Nolan Wells

What are the LAS Requirements?

Foundations of Communication:


Knowledge and Practices

The Liberal Arts and Sciences (LAS) Core Curriculum will provide you with a strong base in the liberal arts and sciences. It will prepare you to be a productive and engaged citizen of our nation and the world and will provide you with a basis for lifelong learning. It will teach you to examine the world through the approaches and content of history, the humanities, languages, mathematics, the social sciences, and the sciences, a key to success for practitioners of the fields within marketing communication.

First Year Seminar


Writing and Rhetoric I and II


Oral Communication


Culture, Values, and Ethics






Plus, you must satisfy the Global Awareness and US Pluralism, and two 2000 level course requirements, pass the Fluency in Technology (FIT) test, and complete a Writing Intensive course, all areas that contribute to success in marketing communication. (Some of these requirements can be completed in the Marketing Communication Department. Check with your faculty or college advisor for details.)

Social Sciences


Historical Narratives and


The Physical and Material World


Please note that if you entered Columbia College prior to Fall 2005, check



with your college advisor for your specific General Education requirements.



Created in 2012. This is an unofficial listing of requirements. Please check with the

Science with Lab Component


College Advising Center for your official degree requirements.

Civic Consciousness



Artwork: Skye Enyeart (’06)

What Are the Core Requirements in Marketing Communication? As a student majoring in Marketing Communication, you will be “cross-trained” in the basics of Advertising, Marketing, and Public Relations by taking the following courses:

We have found that this cross-training will make you more desirable as a “hire” in the marketing communications field, where professionals want well-rounded students who have integrated knowledge as well as the skills in their specialized concentrations.


You may begin taking courses toward your Marketing Communication major as a freshman while you are earning LAS credits. Eventually you will choose a concentration in advertising, marketing, or public relations to complete your major.

54-1600 54-1601 54-1700 54-2500

Introduction to Marketing Introduction to Advertising Consumer Behavior Introduction to Public Relations Introduction to Market Research

OR 54-1530 54-2900 54-3505

Marketing Research Basics Introduction to Media Marketing Yourself/ Job-Seeking Strategies

Created in Fall 2012. This is an unofficial listing of requirements. Please check with the College Advising Center for your official degree requirements.

What Are the Requirements for the Marketing Concentration? In Marketing Concentration you learn how to develop a fully integrated model of planning, pricing, distribution, and promotion of goods and services. From a realworld perspective, you learn to identify opportunities as well as challenges, to develop viable strategies, to implement strategic plans, and to assess organizations’ preparedness to support and fulfill the marketing process. Each step in a life cycle of marketing is explored, examined and analyzed via the exercise of secondary and primary research. And, you get to think about what’s good and what’s right (it’s called ethics) in the marketing functions throughout the whole curriculum.

Photo: Ben Reed (’06)

Marketing Core



Minimum courses to complete: 4 (12 CREDIT HOURS)


Introduction to Sales Promotion


Selling with Your Ears (J-term)


Introduction to Sales & Sales Management


Topics in Marketing


Technology for Marketing


Creativity and Marketing


Marketing Case Workshop


Marketing Non-for-Profit Organizations


Brands & Branding

Capstone Class


Visuals for Communications



Hispanic Marketing


Global Marketing Workshop Prague


Shopper Marketing


Marketing Communication Law


The Account Executive and the Brand Manager


Global Marketing


PR Presentation Skills

Created in Fall 2012. This is an unofficial listing of


Applied Consumer Insights

requirements. Please check with the College Advising


Themes in Marketing Communication: Consumer Happiness

Developing a Marketing Plan

Center for your official degree requirements.

What Are the Requirements for the Advertising Concentration? The Advertising Concentration will help you develop a solid understanding of the principles of advertising psychology and the development of effective advertising strategies, concepts, and techniques, whether targeted to the overall mass consumer market or to selected market segments. You’ll also acquire hands-on experience in applying those principles to your individual interests and career goals. And, you will be exposed to ongoing and emerging advertising management and ethical issues from a realworld perspective. Photo: Andrew Breen (’06)

Advertising Core Minimum courses to complete: 5 (15 CREDIT HOURS) 54-1604 54-1605 54-2601 54-2602 54-3670

Interactive Advertising Copywriting 1 Advertising Workshop Advertising Production 1 Semiotics for the Creators of Pop Culture (WI & SS)

Elective Courses Choose any three courses or two courses and an internship to total 9 credits from the interest categories below. (Additional credits may count toward college wide credits.) Account Planning 54-2510 54-2604 54-3501 54-3502 54-3504 54-3810 54-3811

Brands & Branding Advertising Campaigns and Case Studies Marketing Case Workshop Developing a Marketing Plan The Account Executive & The Brand Manager Applied Consumer Insights Applied Marketing Intelligence

Copywriting / Creative 54-1606 54-2605 54-3601 54-3603 54-3975

Design Principles for Copywriters new Copywriting 2 Copywriting & Popular Culture Copywriter/Art Director Team Concepting & Brainstorming new

Interactive 54-2606

Interactive Campaign Development new

Media 54-2901 54-2905

Selling and Buying Media Social & Emerging Media new

General Electives 54-1602 The Anatomy of a Commercial (formerly The Art of the Television Commercial in Pop Culture) 54-2603 Business to Business Advertising 54-2805 Niche Communication: The LGBT Comm. new 54-3602 International Advertising Techniques (GA) 54-3672 Topics in Advertising 54-3675 Buzz in Marketing Communication 54-3970 Adcult at the Movies Internship 54-3088 Internship CAPSTONE Minimum courses to complete: 1 (3 CREDIT HOURS) 54-3604 54-3605 54-3606 54-3978

Creative Portfolio Development Advertising Campaigns Practicum 1 Advertising Campaigns Practicum 2 Ad Agency

Created in Fall 2010. This is an unofficial listing of requirements. Please check with the College Advising Center for your official degree requirements.

What Are the Requirements for the Public Relations Concentration? Our Public Relations Concentration helps you develop theoretical and practical appreciation for communication strategies aimed at shaping the public perceptions and attitudes towards an issue, organization, institution, product, and/or service. Using a real world approach, you will be taught how to analyze public relations problems and then formulate and implement viable strategies for problem resolutions. You are also taught to write effectively for all media and deploy diverse resources and tools in fulfillment of public relations goals. The subject of ethics and its implications for the PR functions are interwoven throughout the curriculum. Photo: Jessica Correa (’06)

Public Relations Core (Prerequisites)


Minimum courses to complete: 5 (15 CREDIT HOURS)

Minimum Courses to complete: 3 (9 Credit Hours)

54-1701 54-3701 54-2707 54-2708 54-3712 OR 54-2713

54-1702 54-1708 54-2701 54-2704 54-2705 54-2713 54-2805 54-3702 54-3704 54-3707 54-3712

PR Writing PR Presentation Skills (30 credit hours) PR Issues (Intro to PR and PR Writing) Social Change Communication (60 credit hours) Social Media and PR Strategies (PR Issues) or Strategic Media Relations (PR Issues)

Created in Fall 2012. This is an unofficial listing of requirements. Please check with the College Advising Center for your official degree requirements.

Special Events and Promotions Topics in Public Relations PR Cases & Crisis (Intro to PR and PR Writing) PR for the Arts (Intro to PR) Political & Government PR (60 credit hours) Strategic Media Relations (PR Issues) Niche Communication PR Campaigns (PR Cases & Crisis or PR Issues) Employee Engagement (PR Issues) Global PR (60 credit hours) Social Media & PR Strategies (PR Issues)

Photo: Nolan Wells

What If I Am Interested in Studying Sports Marketing?

You can study Sport Marketing regardless of your concentration (PR, Advertising, or Marketing). Everyone has their favorite team and favorite sports. We feel passionate about them. In Sports Marketing you learn how to tap into that passion and turn it into a life style. Sports sponsorship is more effective than traditional advertising and more targeted than mass media, yet can reach billions in a single sports event. You learn how fan’s emotional attachment to their teams works as an efficient tool in marketing communication. You will be trained as professional practitioners of sports marketing in public relations, advertising, promotion, market research, and event planning. Choose 3 courses from‌ 54-1800 54-2801 54-2802 54-2803 54-2804

Introduction to Sports Sports Public Relations and Marketing Marketing Communication Law Sponsorship for Sports and Live Entertainment Advertising and Promotion for Sports Marketing

This is an unofficial listing of requirements. Please check with the College Advising Center for your official degree requirements.

Photo: Tim Klein (’10)

What If I Want to Minor in Creative Advertising?

The Creative Advertising Minor provides students in other departments the opportunity to develop a more informed sense of professional context and practice as emerging media artists, and expand their career options. This minor requires 18 hours for completion: 54-1600 54-1601 54-1604 54-1605 54-2601 54-3604 OR 54-3978

Introduction to Advertising Consumer Behavior Interactive Advertising Advertising Copywriting I Advertising Workshop Creative Portfolio Development Ad Agency

Created in Fall 2010.

Artwork: Jamie Elizabeth Hudrlik (’05)

What If I Want to Minor in Marketing Communication?

So, you take awesome pictures, you write code for a cool game, or you can design most attractive dress ever existed. Wouldn’t it be really nice if your work is also noticed by a lot of people, called consumers, clients, buyers or fans? Studying how to communicate the awesomeness of your work is what marketing minor students do. Learn the basics of marketing communication so that you can be an artist who not only knows how to create, but also knows how to persuade. This minor requires 21 hours for completion: 54-1500 54-1501 54-2500 54-3505 54-1600 54-1605 54-1700

Introduction to Marketing Introduction to Sales Promotion Introduction to Marketing Research Marketing Yourself/Job-Seeking Strategies Introduction to Advertising Advertising Copywriting I Introduction to Public Relations

Created in Fall 2010. This is an unofficial listing of requirements. Please check with the College Advising Center for your official degree requirements.

Photo: Camila Olarte (’05)

What If I Want to Minor in Public Relations?

The minor in public relations is intended for any student in majors throughout Columbia. Its concepts enrich journalism, radio, and broadcast as well as professionals in cultural and arts management, entrepreneurs in emerging fields of technology, in interactive arts and media, and in the interdisciplinary arts. Students with accomplishments in creative and fiction writing, and in film and video will benefit from the relevant attributes and skills sharpened and ready for use. This minor requires 18 hours for completion. PUBLIC RELATIONS MINOR (Pre-Requisites) 54-1700 54-1701 54-3701 54-2707 54-2708 54-3702

Introduction to Public Relations PR Writing PR Presentation Skills (30 credit hours) PR Cases & Crisis (Intro to PR and PR Writing) Social Change Communication (60 credit hours) PR Campaigns (PR Cases & Crisis or PR Issues)

This is an unofficial listing of requirements. Please check with the College Advising Center for your official degree requirements.

What If I Am Interested in Studying at the Semester in LA? The Marketing Communication Department is significantly involved in Columbia College programs offering real-world experience in the entertainment industry. Once you are a junior or a senior, you may participate in a five-week program where you study marketing communication of films and media, giving you practical experience in entertainment marketing. Students travel to Los Angeles and study in our facility on a working studio lot in Hollywood. The program earns 12 credit hours in department electives. To apply, look for bulletins in the 8th floor hallways or talk to the department chairperson.

Photo: Jo Atkinson (’05)

What If I Am Interested in Getting Involved with Clubs in the Department? All of the clubs in our department are open to all students studying marketing communication. Active participation in them is a great way to augment your education, build friendships that can last a lifetime, lay the groundwork for a vibrant professional network, and set your resume apart from your peers during your search for an entry level position. Our clubs include: > American Advertising Federation > Columbia College Chicago American Marketing Association > Public Relations Student Society of America > Sports Marketing Club

To get involved, simply look for information on the club bulletin boards along the 8th floor hallway.

Photo: Brandon Sorg (’07)

What Are the Important Marketing Communication Department Events?

Our unique educational experiences go beyond the classroom to the conference rooms, auditoriums, and executive suites of many communication firms in the Chicago area, which provide guest lecturers and invite our students for on-site educational experiences. Look for the following events; participation in them can help you enhance your education. > Academic Advising Forums > AdStock > National Student Advertising Competition > The One Show Traveling Exhibition > Semester in L.A. Advising Forums > Semester in Prague Advising Forums Also be sure to keep Spring and Summer registration dates in mind to ensure that you’re able to enroll in your preferred courses. And watch for various club related events and guest presentations throughout the year.

Photo: Jo Atkinson (’05)

How Should I Plan My Year? Please refer to this web page for Calendar information for the 2012-2013 school year. Academics/academiccalendars.php


Labor Day Holiday

Monday, September 3

Semester Begins

Tuesday, September 4


Thursday, November 22 - Sunday, November 25

Semester Ends

Saturday, December 15


Session Begins

Monday, January 7

Martin Luther King, Jr. Holiday

Monday, January 21

Session Ends

Saturday, January 26


Semester Begins

Monday, January 28

Spring Break

Monday, March 25 - Saturday, March 30

Semester Ends

Saturday, May 18


Saturday, May 18 and Sunday, May 19


Memorial Day Holiday

Monday, May 27

Session Begins

Tuesday, May 28

5-Week Term Ends

Saturday, June 29

Independence Day Holiday

Thursday, July 4

8-Week Term Ends

Saturday, July 20

10-Week Term Ends

Saturday, August 3

12-Week Term and Session Ends Saturday, August 17

How Should I Plan My Term? We’ve found that the best way to complete a degree in marketing communication is to balance the number of Liberal Arts and Science and departmental courses each term. Please use the chart on the other side of this card to help you figure out your course load for the term and be sure to bring this form with you when you meet with your faculty advisor. Also, when using this form, be sure to block out time for homework and to identify your work schedule and club meeting times on your weekly planner as well.

Photo: Sahyley Hernandez (’06)

9:00 AM–11:50 AM MON






12:30 PM–3:20 PM

3:30 PM–6:20 PM

6:30 PM–9:20 PM

Photo: Julie Jackson (’04)

What If I’d Like to Obtain an Internship? We manage one of the most effective internship programs in the country with placements in Chicago, throughout the U.S., and overseas, providing extremely competitive internships to Junior and Senior level students in our department. It is an opportunity to work part-time in a marketing area you think you might want to consider after college. And it will help you gain valuable work experience and determine if your interest in a particular career matches your abilities. We have also found that many employers seek entry level candidates who have taken internships during college because they believe those people will not only have experience but also a better understanding of the work-place environment and the skills required to be effective immediately. At the same time, an internship increases your networking contacts and may lead to a full-time position immediately after you graduate.

By taking an Internship, you can also receive 1 - 6 credit hours per internship and up to 12 total credit hours during your college career if you take more than one. After approval from the Internship Director, you register on Oasis and pay for these credits just as you would for any other course. Your grade is determined by your supervisors’ evaluation and the paper you write, detailing your internship experience. The Internship Center in the Marketing Communication Department can help you find an internship (we have over 300 opportunities), develop a resume and cover letter, improve your interviewing skills, and develop job-hunting strategies. For details on obtaining an internship and the services we offer, contact: Dave Gordon

Internship Director Marketing Communication Department 312-369-7342

Photo: Sarah Faust (’01)

What If I Can’t Complete a Course by the End of a Term?

agree to evaluate the student’s work and replace the Incomplete Grade before the end of the following semester. An agreement specifying work to be completed and a due date must be signed by both instructor and student and approved by the Department Chair. In the event that an instructor is no longer employed by the College, a program Coordinator, Director, or the Department Chair can evaluate the work and assign the course grade. 2. An external supervisor for an Internship has failed to submit a

An “Incomplete” grade will be granted rarely, and only in conjunction with college-wide policy. To be granted an Incomplete (I), you must meet one of the following criteria: 1. You have successfully completed all course requirements

to date but are faced with unexpected circumstances during the final weeks of the semester resulting in the inability to complete course requirements by the end of the semester. You must have, in the instructor’s estimation, the ability to complete missed course requirements outside of class and by the end of the eighth week of the following semester. The instructor must

final report and grade recommendation by the deadline for grade submission or the Internship conclusion date falls beyond the end of the grade submission deadline. The Internship Coordinator /faculty member is responsible for obtaining the final evaluation and submitting a letter grade to replace the Incomplete by the eighth week of the following semester. An agreement specifying the need for the final evaluation from the external supervisor must be signed by the instructor and approved by the Department Chair. In the event that an instructor is no longer employed by the College, a program Coordinator, Director, or the Department Chair can evaluate the work and assign the course grade.

Photo: Sarah Faust (’01)

What If I Would Like to Study an Area Not Covered in a Course Offering?

Independent project study is an opportunity for students who are interested in developing expertise in a subject area in which they have completed all of the course offerings. For example, students who have taken Introduction to Market Research and Consumer Behavior, and wish to go further with research can design a credit earning project of their own and work individually with a faculty member to fulfill the project. See the college intranet site for an application. 54-3098

Independent Project: Marketing

How Can I Study Abroad as a Marketing Communication Major? Many students explore international programs on their own with the help of the Office of Academic Initiatives and International Programs. The office helps students find areas of study that will merge well with our curriculum and allow you to continue to earn credit in other environments. You may also choose to take a course of study in Prague offered right here through the department. Every summer up to fifteen students study Global Marketing at our residence in Prague in a five-week program taught by Columbia College faculty. The credits count as department electives, and you can register for them just as you would for any other class. The department has a strong partnership with FCB Prague, therefore the guest speaker opportunities and field trip adventures will add remarkable depth to your education. Look for informational posters in the hallways for application and registration information.

Photo: Sarah McKemie (’08)

How Can I Pursue Scholarship Opportunities in My Major? Several departmental scholarships and cash award opportunities are exclusively available to all students majoring in Marketing Communication. They include: > The Airlift Award > Patricia McCarty Scholarship > Strategic Media Plan Award Additionally, the following award is available for students concentrating in Public Relations Studies: > The Howard Mendelsohn Scholar of Merit Award The Marketing Communication Department is constantly developing scholarship opportunities. Look for announcements in the hallways for additional information. And, be sure to contact Columbia College Enrollment Management for college-wide scholarships.

Photo: Ben Reed (’06)

How do I develop a professional-quality portfolio? “My portfolio is my credentials. It shows what I’ve been able to do in this business. So developing it is where I place my focus.” – Lee Clow, Chairman & Chief Creative Officer, TBWA/Chiat/Day

In today’s project-based business world, your portfolio is your most important job search tool. In fact, in some fields, it’s required. And, in others, it can place you far ahead of other job applicants. We offer a number of courses that can help you create samples for your portfolio, refine your body of work, and assemble your best samples into an effective marketing tool, including:

Who Else Can Help Me Develop My Portfolio?


Portfolio development strategies and help you understand employer expectations, so you can prepare a portfolio according to the requirements of your field.

Portfolio Development Marketing Courses


Help document, record, assemble, and package your work, so your portfolio looks professional and meets or exceeds employer expectations.


Opportunities to meet with professionals from your field of study, so you can gain their insights, gather feedback on your portfolio as you’re developing it, get practice presenting your work, and begin networking.

54-3505 Marketing Yourself 54-3604 Creative Portfolio Development 54-3502 Develop a Marketing Plan 54-3506 Portfolio for Marketing 54-3702 PR Campaigns

Columbia College Chicago’s exclusive Portfolio Center can also help you refine your physical portfolio and create a web-based showcase, which is also key to landing a job today. They provide:

For more details on The Portfolio Center, go to or call 312.369.7280.

Artwork: Steven Desantis

Need to make an appointment with a faculty member?


Log in to Oasis.


Select the “Make Appointments” tab on the top of the page.


Select “Department Appointments”.


Select in the following window, “Marketing Communication” from the drop-down menu. Click “Next” at the bottom of the screen.


Select your appointment type, service, and resource (faculty member).


Select an available date and time indicated by a white box.


Fill in your Oasis number, concentration, and reason for requesting an appointment in the designated box. Then click “Next”.


Check your email for confirmation.

Questions? Please contact Craig Sigele, or anyone at the reception desk for assistance.

Columbia College Marketing Portfolio  

Fifty Four pages of imagery and informational material for Columbia College Marketing site.

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