This concentration provides interested business majors the opportunity to focus on analytics and new media. Students concentrating in this area will gain expertise in business and financial analysis, informatics, and the business applications of traditional and new media. The concentration allows students to develop skill in analyzing very large amounts of data, a skill crucial to understanding markets and retaining customers; optimizing presentation of products to customers and markets; building and working within digital communities; and understanding old, new, and evolving sources of media. Students will develop an understanding of new media for their own sake, and learn to use new media to support dissemination of information, recruitment, and advertising.