Purpose: The purpose of this paper is to describe an approach to build a quality culture within a higher education institution. Design/methodology/approach: This paper is based on Action research and a Case study. Findings: The authors show the result of the mapped processes of a higher education institution, Management planning and control, Education, Research and Support, and describe how the mapping was performed, working in cross-functional teams. Further on, they discuss the result of the pilot and the plan for implementation. Originality/value: A process-oriented approach in higher education institutions, with its complexity, creates opportunities for successful quality assurance and control when having an integrated quality assurance system. © 2017, © Emerald Publishing Limited.