A "scholarship" at a given institution is defined as the AVERAGE total cost of tuition, fees, room, books, and meals. Therefore, the mix of in-state and out-of-state students and the difference between in-state and out-of-state tuition figure prominently into the determination of the value of a single scholarship.
The coach takes that average, multiplies it by a factor of 11.7 in Division I, and that gives him the total amount of dollars with which he has to work.