The paper deals with Danish experiences of implementing TQM in Higher Education. The conclusions from an international seminar on quality management in education (1993) became the catalyst of a research project on implementing Total Quality Management (TQM) at a technical college. The European Model for Business Excellence was used as a framework for the initial quality diagnosis. The results of which became the input to a strategic planning process. The model was a good guide in the implementation and follow-up process. With some modifications the model was also used for assessing quality in classroom. Parallel with the project at the technical college different projects on quality improvement activities at the Aarhus School of Business were started up. The focus of the first project was on involving students as partners in education as well as in research. Another project was on how to establish a student satisfaction measurement system. The last project deals with establishing an overall Mission Statement with supporting values for the whole business school.