Marketing student preference to six different instructional methods was determined using a choice-based conjoint analysis. Each instructional method was a significant determinant of students’ choice of a given class, but the six methods varied significantly in terms of their importance weights. Results of conjoint analysis indicate that the three most preferred drivers of student choice for a marketing class are; 1) it employs a flipped classroom, 2) its class sessions are interactive and hands-on, rather than lecture-based and 3) it has a moderate, rather than a heavy workload.