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Emphasis on quality improvement has been one of the most characteristic features of higher education policy in Nordic and other European countries during the 1990s. In Sweden, the universities' work with quality management has been evaluated for several years. In January 2001, the National Agency of Higher Education in Sweden introduced a new comprehensive system for quality assessment. The Swedish assessment system stresses that the assessment should have as a corner-stone the specific prerequisites for each university and subject, e.g. business administration and their development strategy. The comprehensive quality assessments of Swedish higher education institutions are discussed together with stimulating innovation and continuous improvement of higher education.

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Customer satisfaction has become a key factor in the strategic work of many universities towards the increasing competition regarding student recruitment. This paper presents a systematic approach to the course development process where focus is put on student satisfaction and learning. The approach consists of a combined usage of several methods, such as quality function deployment and conjoint analysis, that together transform student needs into quantified course attributes. In the paper, a two-semester graduate course has been developed where the combined usage of the applied methods has shown itself to be very powerful when designing services from student satisfaction and learning perspectives. The outcome of the study is a university course where pedagogical and learning aspects have been combined with contents and work approaches with substantial interest for the industry.