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The purpose of this content analysis study was to explore how integrating the TPACK framework into Quality Matter (QM) Rubric as an assessment tool can promote faculty’s awareness and deliberate effort to integrate Technology, Pedagogy, and Content Knowledge into online instructional design and course delivery. The results indicated that assessment tool with well grounded theory can act as a catalyst to promote online instructors’ awareness to TPACK. As a means of quality control, the development and use of the QM rubric fostered online instructors’ ability and desire to think differently about teaching and learning online, learning a host of new technological skills, and engaging in deliberate effort to improve the quality of their online instruction.