In the context of the accelerated globalization of higher education, the integration of international students is becoming a strategic priority for European universities aspiring to competitiveness and international visibility. This article investigates the role of cultural marketing as a tool supporting internationalization efforts, through the analysis of a case study conducted at the Technical University of Cluj-Napoca (UTCN), within a broader study on internationalization practices. The study employs a mixed-method approach, including surveys, focus groups, and strategic document analysis, to highlight the perceptions of institutional actors (students, administrative staff, and academic staff) regarding the internationalization process. The focus is placed on how cultural marketing activities, such as events organized for international students (“Romanian Traditions”), influence the sense of belonging, socio-cultural adaptation, and motivation of international students. The results reveal major obstacles such as inadequate digital infrastructure, excessive bureaucracy, unidirectional communication, and insufficient linguistic support. Conversely, cultural interventions and intercultural communication initiatives were positively perceived by the majority of respondents, suggesting a high integration potential if accompanied by institutional structural reforms. The article proposes a conceptual framework in which educational marketing and cultural marketing are integrated into a coherent institutional strategy for internationalization, with implications for university policy, communication management, and student retention. The study contributes to specialized literature by offering an applied perspective on cultural educational marketing in the Eastern European academic environment.

Keywords: Educational marketing, cultural marketing, international students, integration, intercultural communication, internationalization of higher education.