Question

How you can encourage your friends to give more importance to knowledge than marks How you can discourage rote learning

Answer 1

By telling hi or her to:-
Be aware of whatever you learn. Is will be slower but after a while you will store the informations in your long term memory. I need to point to a brilliant experiment about the force of habit and how to break the cycle. In fact even two. 
First is about biting your nails. You don't fight with this. You can bite your nails. But thinking about your fingers as numbers from 1 to 10 you need to start with 1, next time with 2. And so one. Biting you nails is a subconscious compulsion. Being aware of this will bring the compulsion to surface, in your conscious mind. And just being aware a period of time will make this habit disappear. For ever. 

Now about the second experiment. It was pointed that in the proces of smoking the most satisfying moment is when you light your cigarette. Smoking it and whatever you do after is not so important. This was pointed out studying the brain centres of pleasure. So because of this you will start a habit of lighting a cigarette every time you are unhappy or bored. We will not even talk about addiction. The point of the experiment was to light the cigarette everyone r  time with a different hand. So first left. After that right. And so on. The idea behind this technique is the same as the previous experiment. Bringing a subconscious habit to light through awareness will make it fade away.