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Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment

Access Status
Open access
Authors
Naidoo, V.
Roy, R.
Rabbanee, Fazlul
Wu, T.
Date
2022
Type
Journal Article

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Citation
Naidoo, V. and Roy, R. and Rabbanee, F.K. and Wu, T. 2022. Drivers of tuition fee setting practices for higher education institutions involved in international student recruitment. Journal of Marketing for Higher Education.
Source Title
Journal of Marketing for Higher Education
DOI
ISSN
Faculty
Faculty of Business and Law
School
School of Management and Marketing
Remarks

This is an accepted manuscript of an article published by Taylor & Francis in Journal of Marketing for Higher Education on 13 Jun 2022 available online at http://www.tandfonline.com/10.1080/08841241.2022.2076274.

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Abstract

Tuition fee (or price) setting drivers are still an under-researched area. We attempt to fill this gap using universities as the basis of analysis. Grounded in pricing contingency theory, specifically, pricing capability literature, a conceptual model is developed using qualitative data from eight annual pricing cycles (2009–2017). We test the model using quantitative data collected over 18 months between 2017 and 2019. The findings add to the research on higher education marketing and provide managerial insights into how tuition fee setting can serve as an international marketing tool.