Some universities are beginning to offer prospective students buy-one-get-one-free degrees in an attempt to lure in the brightest students.
By offering a free master's degree on top of an undergraduate course it's hoped that the best students will be tempted take up the offer.
Sheffield University is just one of the institutions offering A grade students an added incentive by including the option of a free master's degree, valued at up to £10,000, if they sign up to its undergraduate course. Elsewhere York University is employing a similar tactic, offering undergraduates 10% off a postgraduate course, whilst Kingston University will discount a master's degree by 25%.
Although Kent University is not offering as high a discount compared to Sheffield or Kingston, the institution is still prepared to offer £1,000 off a postgraduate course and 10% off their first year tuition fees for a family member who enrols on a degree course at the same institution.
Lancaster University will be offering 10% off postgraduate courses, which can be increased to 20% for those students who achieve a first in the initial course.
According to Mary Curnock Cook, chief executive of UCAS: "The fact that the number of UK 18-year-olds is smaller this year means talented students are in demand".