Increase the share value of your company through Brand Decision Making


Managing a brand is a very complex role: there are so many variables that can impact on its performance inclusive of target group preferences, characteristics of the product, distribution, sales, inventory, production/imports, investment in advertising, actions from the competitors, just to mention a few. In this Brand Management Boot Camp, current and/or potential brand managers can exercise decision making on most of these variables and understand the impact of their decisions on the bottom line of their company.

We will incorporate a Computer-Based Brand Management Simulation and participants will compete with others within the same industry and be exposed to making difficult decisions, analyzing the impact and making various rounds of decisions based on the results obtained. 2

This type of exercise with time pressure will prepare Brand Managers to have a holistic overview of the impact of the various variables while exercising the decision-making process with the available information.

Learning Objectives

Upon completion of this workshop participants should be able to:

  • Demonstrate an understanding of all the variables that can impact brand performance
  • Recognise the information and processes that should be considered for Brand Decision Making.
  • Practice decision making and evaluate its impact in a competitive environment.
  • Learn and internalise the impact of their decisions for professional growth.


Participants will work in teams, be assigned a company with one or more products in a specific life stage and they will be challenged to increase the share value of the company through Brand Decision Making. Groups will be competing against each other to simulate the competitive environment and each group decision will impact the performance of the overall market.

Decision types needed to be made include but are not limited to:

  • Target group to focus on
  • Research studies to invest in
  • Level of inventories to suggest based on sales and projections
  • Sales Mix, sales incentives
  • Investment in advertising


This workshop would be beneficial to Brand Managers, Category Managers, and professionals from organisations interested in taking an integrated approach to Brand Management.

This boot camp will be especially helpful for Distribution Companies in Trinidad & Tobago



Adi Montas – Director of Marketing and LATAM Operations UWI-ALJGSB

Adi Montas is a results-driven, paradigm breaker marketing professional with more than 15 years experience in FMCG, Services and NGO’s. She has held significant Brand and Commercial positions in companies like: Pizza Hut, Phillip Morris/Cervecería Nacional Dominicana, Nestle, The Coca-Cola Company, Barceló Rum and is currently the Director of Marketing and Operations in LATAM at the Arthur Lok Jack Global School of Business.

Her strengths include: launching and positioning of brands, commercialization strategies, turning insights into revenue and digital marketing, to mention a few.

She holds a Bachelors of Marketing from the Universidad Iberoamericana (UNIBE) and an MBA from the Universit`a du Quebec au Montreal (UQAM). She is a certified Lego Serious Play Facilitator as well as Brand and Innovation Gamification and Simulations.


  • Date: November 23rd (9.00am-4.00pm) & 24th (1.00pm-4.00pm), 2017
  • Cost: $2,200.00 per participant, inclusive of all training materials, lunch and certificate
  • Venue: Arthur Lok Jack Global School of Business, Max Richards Drive, Uriah Butler Highway, North West, Mt. Hope
  • Contact: Brent Cassim ext. 330
    Arianne Kennedy ext. 189
    Tel: 645-6700 Fax: 662-1411Email:


Certificates will only be issued to participants who have attained a minimum attendance rate of 75% for the duration of the course.

Course Cancellation/Reschedule Policy:

Arthur Lok Jack GSB (ALJGSB) reserves the right to cancel training at any time. If ALJGSB cancels the training due to unforeseen circumstances beyond the control of ALJGSB, you are entitled to a full refund of the course fee, or your course fee can be credited toward a future training, based upon availability (Providing payments have been made before originally advertised date).

ALJGSB reserves the right to reschedule training at any time. If ALJGSB reschedules training due to unforeseen circumstances beyond the control of ALJGSB, the training will take place at the next available time. Participants will be informed via phone and/or e-mails.