International academic mobility has become one of the main strategies for the internationalization of higher education, contributing to students comprehensive education and to strengthening the institutional image of universities. This study aimed to identify the factors that influence students perceptions of exchange programs and to analyze how these elements can support institutional communication and marketing strategies to promote academic mobility. The research adopted a qualitative approach, using semi-structured interviews with eight PUC-Rio students who participated in exchange programs in different countries. Data were analyzed through thematic content analysis. The results highlighted the importance of institutional support, strategies for cultural and academic adaptation, perceived professional impact, and institutional communication in shaping students experiences. The study concludes that exchange programs represent an important asset for personal and professional development and suggests improving institutional practices through active listening to exchange students and strengthening communication actions based on real-life narratives.