Abstract
The European Union (EU) labor market needs a better-skilled workforce that can work in any of the Member States. In order to develop the skills and competencies of future competitors in this market, several student mobility programs have been set up in the EU, where they can travel to universities in partner countries to further their studies and enrich their academic performance, culture and knowledge. The best known of these programs is ERASMUS (European Region Action Scheme for the Mobility of University Students). Because Romania also participates in this program in the exchange of university students, the authors wanted, through this study, to highlight the benefits and challenges of participation in the program, to analyze how international mobilities are emotionally perceived by students and what are the behavioral reasons that determine Romanian students to choose a certain university as a study destination abroad. For this purpose, the authors conducted quantitative marketing research among students from the Transilvania University of Brasov who have been abroad with ERASMUS scholarships. The research results show that an important component in choosing a certain university is not the financial expense during the mobility as might have been expected, but rather the initial desire to study abroad. Students also consider the improvement of their academic performance as an equally important reason for embarking on mobility to the social aspect of getting to know other cultures.