In management education, Total Quality Management (TQM) has primarily been presented as a course topic or framework for organizational change, and TQM applications at the course level are limited. This article discusses the design, development, and operation of a course-based TQM model built upon students as internal customers plus continuous course improvement through: (a) student advisory committees, (b) regular evaluation surveys, and (c) course evaluation surveys. The article integrates TQM principles with details on course application and instructor experiences. Observations and recommendations are presented that highlight difficulties and opportunities for implementing a continuous improvement process for instructional excellence.
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