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UOWD Alumna appointed EFQM’s Middle East Representative

Sunday, 24 January, 2016

Isra’a Mobideen, a Master of Quality Management graduate (2013) from the University of Wollongong in Dubai (UOWD), has recently appointed by EFQM, the foundation behind one of the world’s most well-known management frameworks, to head up the organisation’s new Middle East office.

Opened in late 2015, EFQM’s Middle East office has been founded as part of the Foundation’s global strategy to further leverage greater collaboration between international organisations and enhance its global visibility and reach. Ms Mobideen will spearhead the running of the plethora of training courses the foundation offers, alongside promoting the global recognition of EFQM and supporting the quality assurance of courses already run by EFQM’s partners in the Middle East.

For Ms Mobideen, who was awarded the University’s Top Graduate Award in Quality Management in 2013, the new role presents an exciting opportunity, having most recently been employed as the Director of Strategy and Excellence at KHDA (Knowledge and Human Development Authority). During her time at KHDA, Ms Mobideen led the organisation to be bestowed with a 5 star recognition from EFQM, becoming the first government organisation in the Middle East to achieve such prestige. She also achieved a Dubai Government Excellence Program Award from H.H Mohammed Bin Rashid Al Maktoum for being the Best Entity in Implementing Self-Assessment.

Speaking about her new role at EFQM, Ms Mobideen said: “My time at KHDA was extremely fulfilling and I greatly enjoyed spearheading a number of major initiatives at the Authority. I’m excited about leading EFQM’s Middle East offering as it will enable me to have a bigger impact on a range of different organisations in terms of excellence and quality, instead of working solely on one entity. I want people to know across the Middle East that you can implement quality in a practical way – it’s not all about paper work.”

Ms Mobideen acknowledges her UOWD studies as a key component in her success. “I have always been passionate about quality management and I wanted to have a Master’s degree in Quality to back up my experience on-the-ground. My time at UOWD helped me to become more confident in my own abilities and acted as a validation of what I was doing in my career. It enabled me to grow my connections and work closely with different people from different industries and different nationalities. I learnt a lot – not just about quality, but about other business aspects such as marketing and finance too. Above all, the program taught me to take a more critical view – to make sure I consider practicalities within my planning.”

“To see people believe in quality is my biggest motivation,” she concludes.

EFQM will be running a number of courses throughout the year at the University of Wollongong in Dubai. Students of the University’s Master of Quality Management program will benefit from a 20 per cent discount on the usual course fees. To find out more about the courses, visit