Purpose: The purpose of this paper is to utilize quality function deployment (QFD), Benchmarking analyses and other innovative quality tools to develop a new customer-centered undergraduate curriculum in supply chain management (SCM). Design/methodology/approach: The researchers used potential employers as the source for data collection. Then, they used QFD and benchmarking to develop a Voice of Customer matrix. Using information from the matrix, a new customer-oriented SCM undergraduate programme was designed. Findings: The researchers outline a practical solution to the problem of designing academic programmes which satisfy the main expectations of potential employers (customers). Research limitations/implications: The study is specifically concerned with the design of an SCM curriculum, but the researchers argue that the design methodology could be applied in other academic contexts. Practical implications: The application of QFD and benchmarking as a joint analysis tool is an interesting approach in education because the information is analysed from different perspectives simultaneously. The new programme successfully meets customer/employer expectations and requirements. Originality/value: This study demonstrates the effective application of quality design tools to enhance academic programmes. The approach can clearly be extended to other areas for the design of specific courses and programmes. The most important needs in programme design are those of identifying the programme's main customers and of clarifying their expectations. (Contains 6 figures and 5 tables.)