A framework for an affordable pricing strategy at the Central University of Technology, Free State

Abstract

The focus area of this research project is on the pricing function in an organisation. The discussion of the pricing function commences with a generic perspective and concludes with the pricing of academic programmes at a typical public higher education institution, namely the Central University of Technology, Free State. The following summary sets out the key issues addressed in this study: a) The pricing function b) The pricing plan c) Pricing and its effect on the affordability of public higher education

The analyses conducted proved that a comprehensive pricing plan does not exist at the Central University of Technology, Free State for the pricing of the various academic programmes, and that higher education has, despite the increasing trend in government funding, become less affordable for students at the institution. The affordability issue at the Central University of Technology, Free State can be partly attributed to the lack of a comprehensive pricing plan with clear attainable pricing objectives, and a pricing strategy to accomplish the stated pricing objectives. Another contributing factor to the affordability issue is the lack of an integrated cost accounting system and costing policies that outline measures to address the cost efficiency of the institution. Implementation of the recommended pricing plan should assist management in determining tuition fees on a scientific basis, and will also enable the management of the Central University of Technology, Free State to explain to all relevant stakeholders how the tuition fees of the various academic programmes are calculated.