Lowering Advertised Tuition at Private Institutions

Considerations and Implications

Topics: Tuition and Fees, Revenue Enhancement, Administration and Finance

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Research Questions

  • Why do administrators choose to lower advertised tuition rates?
  • What steps did institutional leadership take to implement the tuition change?
  • If administrators consider the initiative successful, to what do they attribute success?
  • What lessons did administrators learn through this experience, and what advice do they offer institutions considering a similar strategy?


This brief details experiences and advice from administrators at private institutions that have lowered advertised tuition. It explores the decision process for lowering tuition as well as major lessons-learned. Finally, it offers hindsight to the processes and details outcomes.