How has the ubiquitous trend toward immediate gratification impacted international student recruitment?

At the moment, I suspect that more U.S. campuses are engaging commission-based agents, in spite of its swirling controversy (NACACnet.org/ABOUTNACAC/POLICIES/Pages/IntlIncentiveComp.aspx). The agent model suggests a shorter duration to realize actual Returns on Investment (ROI), as in most cases the agent is compensated only after the student pays his / her tuition fees.

But what about the longer-term implications of short-termism?

There's hope, if you dig deep enough, and relate broader research to the intricacies of our own field.

Short-Termism in a Nutshell: One recent study proves that internet search engines are changing the way our brains remember information, as readily available data online make people easily forget facts, since computers become their external memory. -- news.columbia.edu/googlememory

A Positive Spin: The author of that study, Columbia University psychologist Betsy Sparrow, notes that Perhaps those who teach in any context, be they college professors, doctors or business leaders, will become increasingly focused on imparting greater understanding of ideas and ways of thinking, and less focused on memorization. And perhaps those who learn will become less occupied with facts and more engaged in larger questions of understanding.

What that may mean for international recruitment: Will we count ourselves among those who learn and become less occupied with facts (namely, numbers with dollar signs in front of them, generated from international enrollees) and more engaged in larger questions of understanding (namely, a better world)?

Striking a balance: Gone are the days when we were able to spend money for goodness' sake. But have we also lost sight of the opposite end of the spectrum? Let me know what you think: cheryl@USjournal.com

* Find pre-screened students: Join EducationUSA and the U.S. Vice Consul in Sao Paulo at FPP EDU-Media's USA Pavilion in March.

* The first 30 U.S. schools to register for the Sao Paulo fair will be placed in an exclusive EducationUSA Pavilion. Attending schools will also meet with Brazilian government representatives to learn about the country's recent $1.2 billion study abroad initiative.

* Jump-start your 2012 recruitment strategy with student recruitment fairs in markets such as Brazil, Colombia, Mexico, Italy and Spain.

* With events in over 20 cities and nine countries in each semester, FPP offers a fully integrated online recruitment package including a virtual fair with students one month prior to the regular fair.

* View 2012 fair details here: fppmedia.com/upcomingEvents.asp or contact info@fppmediacorp.com for more information.