Why does a potential student choose one school over another?   Economists and management scholars and practitioners would suggest it is because of the value perceived by the customer.  Building on the quote from Warren Buffett, “Price is what you pay, value is what you get.”   Thus, if value is perceived to be greater than price, one sees good value.  This case explores the value proposition in institutions of higher education.
 
Included in this case are three files: the case, teaching notes, and a PowerPoint with a value proposition canvas.