Purpose: This paper seeks to engage in an examination of "Quality in Business Education" (the QUBE project) with a specific brief to examine student involvement in the quality process. Design/methodology/approach: The work was carried out in conjunction with five partner institutions. The semantic distinctions between the terms "customer" and "consumer" subject to a detailed discussion. The paper examines the role of e-learning in facilitating and encouraging student engagement in course delivery and evaluation. Findings: One of the classic formulations in which consumers may react to the provision of services is provided by Hirschman's formulation of responses to the provision of services. Put simply, consumers may "vote with their feet" by choosing an alternative supplier of services that fits their need (exit). Another response is to articulate concerns vociferously in order to obtain redress or amelioration (voice). These traditional marketing concepts are then applied to the case of higher education. Originality/value: The paper suggests an explanation why the student voice does not achieve more prominence, given the possibilities offered by recent advances in ICT, and details some of the experiences of course delivery and evaluation in their own institution.