English-taught programs and courses are increasingly being adopted in higher education institutions (HEIs) worldwide. In Morocco, French serves as the primary foreign language and the major language of instruction in both secondary and higher education. However, a few English Medium Instruction (EMI) programs have recently been introduced in some public and semi-public HEIs, allowing interested students to pursue their higher education in English. The present chapter explores one of these new programs in Business Administration at the University of Mohammed V in Rabat by examining students’ perceptions. Data was gathered through semi-structured interviews with 20 undergraduate students currently enrolled in the new program. Following Grounded Theory methodology, data collection and analysis were conducted iteratively to generate hypotheses regarding the EMI implementation in Moroccan HEIs. The data analysis reveals positive findings. The participating students viewed their EMI experience in Business Administration very favourably and advocated for its extension to other HEIs across the country. However, challenges were identified, primarily related to the performance of certain lecturers and the lack of English-medium training opportunities outside the university. The study concludes with implications for future language policy initiatives in Moroccan HEIs.