Merit Aid Case Study

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Today, the cost of college is high and is continuing to rise. However, the number of students attending college has risen in the last twenty years. Importantly, how are more students having the ability to pay for the rising cost of higher education? To cover the rising cost colleges and universities have implicated a program of merit aid (non-need-based aid) and financial aid. This creates a discussion on whether merit aid benefits all students at every income level. However, to understand how important merit aid is one must understand the students’ elasticity of demand for college. The case study on the Robinson College reveals how the elasticity of demand and merit aid work to reduce students’ elasticity of demand, and how it increases revenue …show more content…

Applicants’ demand for colleges is based on the price of the college, like other goods and services. For example, a price rise of a good will cause a change in the quantity demanded of an output. It is important to know how responsive consumers are to a change in price. To know this responsiveness to the price one must calculate the elasticity of demand of a good or service. It is the mathematical way to understand how responsive consumers are to a change in prices. There are different types of elasticity; inelastic means as consumers will buy something even if the price rises and elastic means as the price rise demand of an output will drop. Factors that affect the elasticity of demand are substitutes, time, and the amount of income spent on an output. Merit aid makes the elasticity of demand for students inelastic. The more inelastic a college or university is the more likely a student will attend that college or …show more content…

The college wants to start a program of merit aid and side its financial aid program. Arguably, merit aid will increase revenue and quality of their students. It drives down the elasticity of demand for students. Appendix 1 shows that high-achieving student with no financial need has a high elasticity of demand. These students are responsive to price because they have been accepted to other colleges—a substitute—and the cost of college is a large part of their income. The college with the lowest cost is most likely where these students will attend. To reduce the elasticity of demand of their applicants, Robinson College will need to put in place a program of merit aid. The program will work toward the college goals of increasing revenue and quality of students. The increase in revenue may seem counter-intuitive as the college will be increasing the amount of aid that they give to their students. However, revenue will still increase because there is an increase in the number of students who enroll in the college. In turn, this will cover the cost of increasing the amount of overall aid given to

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