Strategic use of Data

Darden School of Business

Darden School of Business


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Who should attend

Designed for both business professionals who are looking to increase their knowledge of data science and how it can help them in their current roles, and business leaders who are looking to create data-savvy teams and improve the performance of their departments and the company overall.

About the course

Leverage insights from data analytics to drive smarter decisions for your organization.

Learn to use insights from data analytics as a value driver for your organization. Identify challenges and opportunities facing data-driven organizations and apply strategies for leveraging data science to create competitive advantage.

Offered as part of a three-program series, Strategic Use of Data is led by thought leaders from both UVA Darden Executive Education and UVA Data Science, recognized as experts in data science techniques and tools, and the application of those in the modern business context. The other two programs in this series are:

  • Data Science in Action
  • Building a Data Pipeline

Each program may be taken as a stand alone course, or you may take all three programs to gain a unique and comprehensive perspective on data science in business.

Program Overview

This program will engage participants in the process of identifying strategic data analytic opportunities and challenges, defining metrics and evaluating their effectiveness, and how insights from data can help shape and guide their organization.

  • Participate in case study and group discussions designed to provide exposure to the practical application of methodologies used to examine and leverage data.
  • Featured topics and tools include metrics and mental models, return on investment, data driven business models, and design thinking.
  • Explore the economics issues around data science, such as globalization and international markets, ethics, law and policy.

Schedule and Session Topics

The first day of the program will run from approximately 8:15am-5:00pm. The second day will run from approximately 8:30am-3:45pm. Sessions include:

  • Introduction to Data Science, Process and Approach
  • Data Driven Digital Transformation
  • Action to Consequence Mapping
  • Leading in the Digital Age
  • Design Thinking and Organizational Transformation
  • Data Integrity and Ethics

Impact & Outcomes

  • Identify performance metrics to be used to measure return on investment of data analytic initiatives.
  • Map the appropriate analytic tools to the desired customer insights.
  • Interpret results of data analytic efforts and translate them into meaningful business decisions.
  • Formulate appropriate questions based on a stronger knowledge of the available analytical techniques and technological solutions to data science challenges.
  • Discover innovative ways to address problems using data science techniques.
  • Understand the lifelong learning approach required to stay current on the application of data science methods for business problems due to the rapidly changing nature of the technological landscape.


Michael Lenox

Education : B.S., MS, University of Virginia; Ph.D., Massachusetts Institute of Technology Professor Lenox was appointed to the Tayloe Murphy Professorship in Business Administration at the University of Virginia''s Darden School of Business, where he teaches the core MBA strategy course. He als...

Rajkumar Venkatesan

Education:  B.E., Computer Science, University of Madras, India; Ph.D., Marketing, University of Houston   Professor of Business Administration Rajkumar Venkatesan teaches Marketing Technology Products, Marketing Strategy, and Marketing Analytics at Darden. Venkatesan''s research focuses on ana...

Bidhan Parmar

Education: B.A., University of Virginia; MBA, Ph.D., University of Virginia Assistant Professor Bidhan ("Bobby") Parmar teaches First Year Ethics and a Second Year elective on collaboration at the Darden School of Business. He was recently named one of the top 40 Business School professors under...

Donald Brown

In the beginning, there was a group of faculty members: professors at the University of Virginia who kept meeting over the course of two years to talk about Data, with a capital "D." Dr. Donald Brown, a professor in the Department of Systems and Information Engineering, was a leading member of t...

Strategic use of Data at Darden School of Business

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