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The article discusses the rising demand for marketing educators in the U.S. in spite of troubled economic times. According to a report by task force of the American Assembly of Collegiate Schools of Business for the academic year 1982-83, there will be 6.3 job openings in marketing education for every qualified candidate. In the annual Higher Education General Information Survey conducted by the National Center for Education Statistics of the U.S. Department of Education, only 13 schools reported doctoral degrees in marketing in 1980. Only 35 doctoral degrees in marketing were granted in 1980 , only 32 in 1979.

This article focuses on marketing's share of all business degrees in the U.S. Colleges and universities in the U.S. granted 24,225 degrees in marketing in 1980. This is the highest number of degrees ever granted in one year. In 1980, 62% of marketing degrees were earned by men, with women increasing share at all three degree levels. With a share of 9.8% of all business degrees in 1980, marketing continues to hold its own. All data are from the U.S. Department of Education's National Center for Education Statistics. In 1980, 404 business schools reported granting marketing degrees.