The competitive nature of student recruitment at higher education institutions is a contributing factor to the debate on increased tuition sticker prices. Sticker prices signify to college students (prospective and current) the quality of education rather than the cost of tuition and fees after deducting grants and scholarships. With institutions trying to reach a specific diverse threshold and academic student demographic, finding a balance between being marketable without devaluing the institution’s prestige is a necessity. Conducting an academic reset to properly signify a more accurate net price of tuition is a solution that some institutions are adopting.
