The purpose of this study is to investigate the integration of strategic management and quality assurance in higher education. The study presents how the value chain can be described in the strategy and quality maps, which are, respectively graphical representations of the strategic plan and the quality assurance system. The quality map is a new concept that explicitly takes into account the environment, strategic planning and the quality cycle of the institution. The quality map helps the management of the higher education institution present an overview of the quality assurance system to external evaluators, members of the organization, students and other stakeholders. (Contains 1 table and 3 figures.)