This study aims to investigate students’ preferences when selecting a master's program. These preferences are expressed considering the labor market prospects. The findings of this study reflect students’ perceptions of the utility of relevant digital competencies. The students who participated in the experiment are studying a field that combines mathematics, economics, and information technology to understand economic systems. Upon graduation, these students should have the necessary skills to model economic behavior, utilize computational methods to solve economic problems, and make informed decisions using various quantitative methods. To investigate the students’ preferences, the study uses a method called conjoint analysis. This method provides a framework to understand how people make decisions when faced with multiple options. In our study, the students are the decision-makers who are selecting their future master’s program. Each student received two profiles and had to select one. This task simulates a decision-making process where respondents have to choose a preferred alternative from two options, where options vary across two or more attributes. In our experiment, the attributes are represented by a set of skills that are relevant to ICT professionals. The findings of the study emphasize the skills that enhance job prospects in this field. These skills include the ability to access and analyze digital data and to use digital tools for collaboration and productivity.