Aims: The perspective of an organization will be achieved through strategies and these strategies can be determined by Balances Score Cared (BSC). This study was carried out with the aim of designing a conceptual model through integrating the BSC and EFQM excellence model with the help of Quality Function Development Matrix (QFD) in order to improve performance in the university environment.

  Methods: In this descriptive study, a combination of documental and field (structured interviews and questionnaires) methods were used for data collection. After reviewing the theoretical concepts, the two models were compared and their strengths and weaknesses were expressed. Then the conceptual model of performance management was presented using the combination of two models. To identify the strategic goals, two questionnaires of validity and reliability were used proportionate to the determined perspective with BSC approach. For determining the cause and effect relationship and integrating the two models, the QFD matrix was used.

  Results: After determining the strategic goals and their relationship, the studied university's strategy map was drawn with respect to the experts' opinions. After determining the relationship between the BSC goals and EFQM criteria by QFD matrix, their relationships were drawn by QFD matrix.

  Conclusion: Integrating the BSC and EFQM Excellence model can provide a suitable framework for performance evaluation. Aligning the two models can provide improvement and increased productivity in universities.