The quality of European higher education is at the core of the EHEA, and European countries have committed to support the development of quality assurance (QA) at institutional, national and European level. Since the Berlin ministerial meeting European Standards and Guidelines for QA in the EHEA (ESG), developed by the E4 group and adopted by the ministers of education, have provided a common European framework for QA at institutional and national level, and their Part 1 provides guidelines for internal QA processes. However, recent research has shown that while the majority of HEIs in Europe have built up QA systems, those in charge of managing quality at universities feel the need for capacity building in how to incentivise all stakeholders (students, academic and administrative staff) to take on the responsibility for quality, i.e. how to put Part 1 of the ESGs into practice and build quality cultures.The PQC project will fulfil this need by disseminating and exploiting the results of the recently-completed EC-supported project “Examining quality culture in European higher education institutions (EQC).” The project partners will develop and implement a series of trainings with a practical approach to strengthening quality cultures and providing quality managers with the opportunity to exchange experiences and build connections for future cooperation at European level. Moreover, PQC will exploit the inputs gained from the European HEIs themselves through the trainings to devise a workshop for the staff of the European quality assurance agencies. In this way it will communicate to the agencies how they can support HEIs in developing quality cultures through the external QA procedures which they design and carry out. The project will thus increase the capacity of quality managers at European HEIs, promote European cooperation in QA, raise awareness regarding the importance of quality culture, and advocate for the true implementation of ESG.