The success or failure of a firm depends on the effectiveness of its marketing program.  A firm will have little need for accountants, finance, production managers and so on if they cannot successfully market its products.  The demand for marketers is soaring.  Thus, marketing has become one of the most important components of many businesses in the US.  Consequently, the marketing field generally offers lucrative career opportunities to many college graduates compared to other fields in business and liberal arts and sciences.  The marketing concentration also provides students broad entrepreneurial knowledge that is required to start a business.