Pricing for educational programmes at institutes of higher learning

This study examines the pricing methods for educational programmes at institutes of higher learning (IHLs) in Malaysia. Managerial efforts adopted by the IHLs to support their pricing methods are also discussed. Case study approach was used and nine IHLs participated in this study. Cases are chosen based on the Malaysian Qualifying Agency (MQA) Rating system for higher education institutions in Malaysia for 2009 (SETARA '09). Data was collected from selected institutions from the Tier 5 - Outstanding and Tier 4 - Very Good ratings. It is found that IHLs used competition-based and demand-based pricing methods. Managerial efforts include focus on niche, cost management, programme evaluation and financial support. Research findings contribute to the limited pool of studies in the field of pricing for service industry, especially from the Asian region. Findings can also be useful to various stakeholders including Ministry of Higher Education (MOHE), sponsors, corporate bodies, parents and students.