Quality has emerged as an important academic performance metric which can shape the future of higher educaion instituions and have significant impact on the reputation of individuals, departments, faculties and institutions. Danish higher education is regarded as one of finest in the world. Top OECD indices are an indication of its excellent reputation. This keynote speech examines the quality assurance system of one of the largest universities in Denmark, the Aarhus University (AU).  First, a brief history of the evaluation system in Denmark and a description of the current situation on quality and quality assurance in  Higher Education in Denmark will be presented. This will be done by looking closely at the objectives of quality assurance and analysing the quality assurance mechanisms and procedures in the light of recent developments in the University of Aarhus. By exampifing Aarhus university as a case, the principles  and  procedures implemented in the university will be disscused. More specifically, I will try to present an overview of the quality assurance and management systems, their facilities, the people involved (boards, committees, departments, internal and external examiners) and the procedures currently in place. This talk will further explore the current startgies adopted to create a culture of quality in Aarhus University including making quality assurance as a routine process, teaching and supporting staff and students , and raising their awareness of the importance of quality in the design and delivery of study programmes.