What next for differential pricing?
“News of different price arrangements based on country could very easily go viral with a negative impact on reputations and on business”
Language schools in many parts of the world will often charge a lower price to say, a student from Colombia than to a student from Saudi Arabia, a lower price for a Turk than for a Japanese.
This practice is commonly referred to as “pricing to the market” and has evolved in large measure because course rates can be viewed as unaffordable – or at least as uncompetitive – by students in certain countries or regions.
Schools may refer to “special offers” or “country promotions” as a rationale for the discounting; those terms are, however, frequently used as a cover for what is, in fact, a permanent differential pricing policy.