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This article addresses the importance of Internationalization Policies in Higher Education Institutions (HEIs) and aims to describe the technical-methodological aspects taken into account in the construction of Strategic Internationalization Plans within the framework of the project called "Development of Internationalization Policies". Internationalization in Higher Education Institutions" (DHIP2) and reflect them in marketing actions to improve services. The institutional international strategy, the structure of the International Relations Offices (ORIs), international mobility, the internationalization of the curriculum, the internationalization of research, synergy with the territorial context and visibility, were the priorities addressed, therefore, the conclusions refer to the continuous improvement of the internationalization process related to these priorities and how they contribute to the quality of the ORIs services. For the elaboration of this paper, a qualitative approach of documentary analysis was taken into account. Horizontal cooperation between HEIs, both from Latin America, Europe, and also from other regions of the world, constitutes an essential tool for the achievement of the Policies that are designed in each HEI. [ABSTRACT FROM AUTHOR]