Student Mobility – Attractiveness and Premise of Improving the City Image. Case Study: Alexandru Ioan Cuza University of Iași

Nowadays, brand image dominates almost any field of activity and becomes a source of power, being much more efficient than a word. Our article aims to analyse the evolution of Erasmus+ mobility at Alexandru Ioan Cuza University of Iași between 2013 and 2019 and to highlight, by the increasing attractiveness, the important role of these internships in the improvement of the city image. Regarding the methodology, our descriptive study was based on statistical information provided by the International Relations Office of the university. The purpose of the analysis was to identify the dynamics and distribution of student mobility flows, following the expressed trends. The results revealed a series of transformations: on the Outgoing component, numerous Romanian students chose for study notorious university centres in France, Spain, Italy, Germany and Poland and destinations in Greece, Italy or Iceland for an internship and, on the Incoming component, the increasing number of foreign students arrived from France, Spain, Poland and Portugal. Together with the traditional cultural assets of Iași, the increasing number of students involved in Erasmus+ internships can improve the city image as an attractive urban centre.