President Barack Obama says colleges and universities must be held accountable for the rising cost of higher education.

Speaking at the University of Michigan, Obama said the government cannot just keep subsidizing student aid. He says every college and university must help make sure every American can afford a world class higher education.

UNCUT VIDEO:President Obama's speech in Ann Arbor

READ:Remarks by President Obama on college affordability

Obama wants to shift some federal funds away from colleges and universities that don't control tuition costs. He also wants to start new competitions in higher education to encourage efficiency.

Obama's event in Michigan is the last stop on his three-day, five-state trip promoting proposals from his State of the Union address.

Obama gave Michigan quarterback Denard Robinson a shout-out during his campus visit. He said: "Denard Robinson is in the house," prompting big applause.

"I hear you're coming back, man. That is a good deal for Michigan," Obama said.

When someone in the audience yelled, "Denard Robinson in 2012," the President joked that Robinson has to graduate -- and get a little older -- before he runs.