Choice of electives among management students in India: A conjoint analysis

Abstract

This study aimed to examine the attributes that influence students’ selection of electives in a twoyear Master of Business Administration program. The study highlighted the utility of attributes that influences the student choices of electives as they trade-off between pecuniary and nonpecuniary; long term and short-term outcomes. The study deployed a conjoint analysis using the card sort method. It was found that the perceived knowledge of the faculty and recommendation from social networks of seniors and peers were the most significant factors guiding the choice. The study found that despite being a career enhancement course, the students’ motivation to learn and placement orientation of the course did not feature as important. There were no significant differences between how men and women chose electives, though the order of choices varied. The findings guide faculty members towards aligning teaching pedagogies that are engaging and focus on building connections and relationships. This must be complemented with push strategies, impression management, and class management techniques.