The discourse that the neoliberal economic model builds around quality in higher education is consolidated in Latin America from the educational reforms that took place in the 80s and 90s in the region, which has generated the transfer, both the language and the approaches and ways of assuming and implementing quality, from the business and commercial context to the educational field, specifically in relation to policies and guidelines for the assurance of the quality of higher education in attention, in large measure, to the requirements and “recommendations” of multilateral organizations such as the World Bank, the OECD or the IADB Inter-American Development Bank. This article presents, based on the methodology of the Critical Discourse Analysis, CDA, a review of the official documents that in Colombia frame the assurance of the quality of higher education in order to identify the particularities that education policies impose neoliberals and how they are expressed in the discourse that is positioning in the academic field. This will open possibilities for (re) thinking educational and training processes, and their commitments to society, especially in the current context of Latin America, which requires greater knowledge and depth reflections on issues of common interest, including the higher education and the tensions that are generated between the State and educational institutions in terms of public policies.