This article identifies the most relevant criteria used by private universities in Bogota for strategic decision-making. For it, the Institutional Development Plans (IDP) and the Institutional Educational Projects (IEP) of 10 of the 16 universities with high-quality institutional accreditation in Bogota, Colombia, were reviewed. In addition, a qualitative content analysis study was carried out, and the Atlas ti software was used to identify and classify the textual information into three categories ("decision-making criteria", "Institutional Educational Project and decision-making", and "Decision-making policies". This analysis offers two proposals for essential criteria for strategic decision-making within universities, presented in the document's results section.