A sector analysis argues tuition is not just a revenue line but a first‑order signal shaping prospective learners’ perceptions of value, quality and access. With rising concern about affordability—nearly four in five U.S. adults say they cannot afford college—the way institutions set and present tuition impacts recruitment, yield and stop‑out risk. Researchers highlight the price‑quality heuristic: when information is limited, prospective students infer quality from cost. For adult and professional learners especially, tuition must be positioned as part of an outcome narrative that includes career services and measurable ROI. Enrollment and marketing teams should align pricing with program identity, provide transparent net‑price calculators, and test messaging that frames tuition as an investment tied to clear learner outcomes to reduce friction in prospective‑student decision making.