ERIC Number: ED496463
Record Type: Non-Journal
Publication Date: 2006
Set the Wrong Tuition and You'll Pay a Price
Strauss, David W.
Association of Governing Boards of Universities and Colleges, Trusteeship v14 n1 Jan-Feb 2006
For all of the attention rising college costs continue to receive, it is striking how poorly informed many decision makers are when it comes to setting tuition and fees. And it's equally astounding that so many institutions are learning the consequences of pricing decisions undertaken solely by trial and error when a wrong judgment can affect everything from the size, quality, and diversity of the entering class to the institution's relationships with its financial supporters and the public. In order to help college and university administrators "do it right," this article discusses six key principles that they can follow when when considering significant changes in pricing levels or strategies: (1) Treat pricing as a long-term strategic question, not a short-term cost issue; (2) Don't assume what works for your competitors will work for you; (3) Don't buy the Chivas Regal argument without proof; (4) Use the right analytic tools for the right questions; (5) Over the long run, work to enhance the value proposition of the institution; and (6) To defuse political and other resistance to price changes, pay attention to the process.
Descriptors: Paying for College, Tuition, Costs, Economic Impact, Educational Finance, Supply and Demand, Strategic Planning, Competition, Politics of Education, Resistance to Change, Student Costs, Student Recruitment, Enrollment Management, Participative Decision Making, Governing Boards
Association of Governing Boards of Universities and Colleges. 1133 20th Street NW Suite 300, Washington, DC 20036. Tel: 800-356-6317; Tel: 202-296-8400; Fax: 202-223-7053; Web site: http://www.agb.org
Publication Type: Opinion Papers; Reports - Descriptive
Education Level: Higher Education
Authoring Institution: Association of Governing Boards of Universities and Colleges, Washington, DC.