Aim:

To articulate quality management with strategic planning at the University of Matanzas, Cuba.

Methods and techniques:

Analysis and synthesis, and induction-deduction were used as theoretical methods; whereas the empirical methods were surveys, interviews, observation, process flow sheets, and analysis of parameters.

Main results:

A model for quality strategic planning that aligns university management with the Evaluation and Accreditation System of higher education, using a strategic approach. Several tools were used for university management, such as the process approach, and process flow sheets that contribute to management control and integration.

Conclusions:

Planning that can help visualize quality as the target of previously set objectives, especially, having a broad participatory character.

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