e public (the government and sponsors both current and prospective) (JU, 1999b).
This need to be highly responsive to the consumers and the local community also stemmed from the fact that by 1972, JU was no longer the only available local educational institution. In 1972, the University of North Florida (UNF) was established. Because it is a state-funded institution, UNF has succeeded in attracting students from the local community with its lower tuition fees and similar curricular offerings. While in-state students pay only $3,500 a year in tuition at UNF, they will need to pay $17,000 a year at JU. In spite of an informal agreement between JU and UNF that the two institutions would not offer competing programs, UNF violated this agreement in 1985 by providing students with the business, science and fine arts degrees, programs and courses, which were also available at JU. As a consequence, UNF has succeeded in attracting students from the local communityùthe population that used to attend JU. In fact, half of UNF's total enrollment comes from Duv
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