The present study uses conjoint analysis, to examine management students ’preference for choosing their elective course. Result suggests that choice of an elective course is largely a function of various criteria and priority. Two hundred second year management students, from different categories of B-schools, were asked to choose from a series of hypothetical choice tasks. The choice reflected participants'preference for an elective course from a list of courses, based on certain criteria. Data analysis revealed that criteria like course worth, pedagogy and instructor's background, emerged as the most important factor influencing students ’preference for an elective course.