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This paper is based on the current debate concerning the criteria for quality assessment of higher education in a knowledge society, focusing attention on its pertinence. It is approached from dualities in the university task of producing and transmitting knowledge that intervenes in the analysis of the pertinence criteria for evaluating quality: knowledge use value versus exchange value, or market rules versus other social agents’ demands. The need for a comprehensive pertinence defined by two dimensions, internal and external, is justified. [ABSTRACT FROM AUTHOR]