Professor Giorgia Miotto welcomed Dr. Chadwick Miller, Professor of the Department of Marketing and International Business of the Washington State University and visiting professor in IESE to give a lecture at the GCM "Marketing fundamentals" course and Marc Lite, founder of the branding agency Firma, to talk about his experience to the Advertising, PR and Marketing degree's students. Students could learn specific insights about American consumer marketing and interesting aspects of branding.