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COLLEGE TUITION HAS INCREASED 35 PERCENT in the last five years, according to the College Board. There are several reasons why tuition rises at a rate faster than inflation. The first is that there are real cost increases associated with organizations that are both personnel and technology intense-and higher education fits that model.

ONE OF THE MOST SIGNIFICANT pressures facing colleges and universities is dictated by an underlying change in their marketplace. Increasingly, higher education is taking on the attributes of a commodity market.

RECENTLY I MET A FAMILY whose daughter was looking at Rhodes College. The family income was slightly above $20,000. Federal and state funding didn't provide the assistance necessary for the daughter to enroll. Even after adding a substantial commitment from the college to the financial aid package, there was a large financial gap.