Concordia University

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UNDERSTANDING HUMAN BEHAVIOUR

Course Code: CEPR 130
What was he thinking? Why would she buy that? How come everyone's wearing the same thing? When it comes to human behaviour, it often seems there's no rhyme or reason. But dig a little deeper and you begin to understand what's behind people's decisions. In this course, you'll learn to identify and analyze behavioural characteristics related to public relations and beyond. You'll delve into topics like perception, motivation, emotion, persuasion, communication and social influence—all key areas of interpersonal psychology. By the end of the term, you'll have a deeper appreciation of yourself and others, and you'll understand why you were right to choose this course.

Your take-away

This course is a great way to help you:
• Develop critical thinking skills as consumers of information;
• Understand the role and importance of ethical research;
• Demonstrate how biases influence perception and reality;
• Apply social and emotional intelligence to professional settings and personal relationships;
• Gain an appreciation of interpersonal dynamics and multicultural workplaces;
• Employ effective and ethical persuasion techniques;
• Identify and make use of psychologically sound approaches to public relations.

Our approach

This program brings PR to life through active learning to simulate interconnected, real-world cases, featuring leading PR guest speakers, team projects and group activities. If you've got spin, this is your chance to use it.

Who benefits the most?

• Students exploring studies and/or careers in media, advertising or public relations.
• Anyone who wants to quickly grasp PR principles without lengthy theories.
• Anyone who works in HR or manages other employees or teams.
• C-Suite executives who need to find new ways to get buy-in.
• Business leaders or politicians who need to sway public opinion.
• Entrepreneurs who need to sell their ideas and passion to VCs.
• Managers who want to improve communication and efficiency.
• Corporate employees who want to move into management.
• Anyone who works in media, advertising or PR and wants to broaden their skill-set.
• Employees in marketing, communications or sales.
• Copywriters who want to refine their skills for specific media.
• Anyone considering a career in the public sector or politics.

Alumni discount

Concordia University Undergraduate and Graduate Alumni, based on the information maintained by the Office of the Registrar, are waived from paying registration and late registration fees when enrolling for courses at Concordia Continuing Education. In addition, Concordia University Undergraduate and Graduate Alumni will receive a 10% reduction on their tuition fees. The Alumni discount is automatically calculated when students enroll on-line.



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