ALFALAHI, HESSAH2025-01-212025-01-212025-0120001161https://bspace.buid.ac.ae/handle/1234/2742Curriculum standardisation, involving the adoption of similar curricula across universities in different countries, is a major debate for nations. The purpose of this study is to investigate the role of upgrading and contextualising higher educational curricula in optimising learning in mass media courses in the UAE. A mixed-method study was conducted involving students' surveys, students' focus groups, and instructors' interviews as the main data collection methods. The sample size used was 259 students in the survey, 5 focus groups with 10 students in each group, and 10 interviews with instructors. The survey data were analysed through cross-tabulation and descriptive studies. The data from the interviews and focus groups were evaluated using the coding and thematic analysis approach. The qualitative data obtained from the focus groups were then compared with the qualitative data gathered from the instructors' interviews through triangulation to identify differences and similarities. The key findings from the study indicate that the UAE media curriculum faces contextualisation and optimisation challenges that may affect its applicability in the market. Students indicated they were learning about their own UAE media in the courses, and were generally satisfied with what they were taught. However, the teachers reported a need to retrain and update the curriculum continuously to enhance its relevance since curriculum modifications are scheduled so far apart that they are not sufficient to accommodate the fast technological changes in the industry. The study offers recommendations for policymakers and stakeholders to optimise learning through curriculum improvement and contextualisation.encurriculum contextualisation, curriculum improvementThesisDr Solomon Arulraj David