<p>This study aimed to investigate how private universities in Kuwait use affordability and prestige as marketing positioning strategies and how these strategies influence students’ enrolment decisions. A mixed-method research design was adopted using both quantitative and qualitative approaches. Two questionnaire surveys were conducted with 400 students from the Arab Open University and 400 students from other private universities in Kuwait. In addition, six semi-structured interviews were conducted with senior university administrators involved in strategy and student affairs. The findings revealed that affordability significantly influences students’ university selection decisions, while institutional reputation, prestige, and social image strongly affect perceptions of educational quality and brand value. The results further showed that students prefer universities that balance affordable tuition fees with high educational quality and strong institutional reputation. The study implies that private universities in Kuwait should adopt hybrid positioning strategies that combine affordability with prestige and quality communication to improve competitiveness and attract diverse student segments.</p>