Elective courses are required in Doctor of Pharmacy (PharmD) curricula in the United States, but they may receive less attention than required courses in the core curriculum. Elective courses can serve as a platform for innovation in, experimentation with, and implementation of high-impact educational practices. However, these benefits may not always be realized or maximized. We advocate for an "elective curriculum" that is strategically designed and intentionally planned and managed. Students, faculty members, and administrators all play important roles in creating this curriculum. To ensure the curriculum is vibrant and thriving, attention is needed to: alignment with institutional missions, meeting the postgraduation needs of students and employers, enhancing faculty development and faculty experience, strengthening partnerships within the university and/or external entities, and moving the profession forward.