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In education today, school heads rely on strategic planning to prepare and manage the school’s academicexcellence goals. The study employed a, qualitative longitudinal trend approach investigating the perceptions of theselected heterogeneous primary school Heads in Malaysia toward continuous quality improvement (CQI) in the schoolstrategic planning (SSP) in sustaining quality education. The study involved a one-to-one interview with the selectedheterogeneous primary school Headmaster and Head- mistresses in thirteen schools, i.e., four from the northern region ofPeninsular Malaysia and nine in the Klang Valley area. The analysis of documents and on-site participant observationaccompanied the unstructured face-to-face interview with the respondents. A conceptual framework was designed andapplied to the interview responses. The finding of the study indicated that CQI is not a new concept but was already in theschool management systems structure known as added-value. As such CQI can be put into practice in the schoolimmediately since the similarities with SSP carried out in the school is very apparent. As a result, six themes emerge fromthe SSP, namely, 1) Effective Planning Methodology, 2) School Vision and Mission, 3) Culture, Climate and Change, 4)Strategic Outcomes (specifically the school programs), 5) Supportive Leadership, and 6) Broad Stakeholder Buy-in or theinvolvement of not only the parents, the community but also the students and the school. And the four themes emergefrom CQI, namely: 1) Planning and Process, 2) Staffing, 3) Data Management, and 4) Leading. The SSP will act as acompass to direct CQI in the school improvement plan that will bring in students’ academic excellence, high performanceschool status (HPS) and internationalization contact.

Perceptions of Selected Heterogeneous Primary School Heads toward Continuous Quality Improvement (CQI) in the School Strategic Planning (SSP)