Some universities are willing to discount tuition rates heavily in order to attract quality students. Other universities are not. Samford University in Birmingham, Alabama, is one of those that generally does not discount for much of anything. They recruit students who generally will pay the full price of tuition. Scholarships do exist, and a small percentage of students may get them for one reason or another. But the fact is that different universities have different business models. And Samford is unabashedly a school that wants students who can pay the full cost.