The ubiquity of information and large amounts of data nowadays requires the increased ability to analyze and interpret them in a reflective and critical manner. Moreover, any form of data collection, for example the use of machine learning algorithms, is inherently dependent on the impartiality of the data scientist.

This course is designed to sensitize the participants to how cognitive biases - independent of the intentions of the data scientist - can impair critical thinking when dealing with data. The course draws on the psychology of critical thinking and explains the most common forms of cognitive biases. The course shows the implications for the collection, analysis and interpretation of data by analyzing a variety of examples from everyday management, the media or scientific publications – with an emphasis on social media phenomena. As a byproduct of digitalization, consumers increasingly need the ability to critically reflect on content they see online. Many current developments in the area of social media underline this need. For instance, consumers and companies alike are confronted with fake news, fake reviews, content produced by machine learning algorithms, or moral outcry, social firestorms, or cancel culture.

This course is designed to sensitize the participants to how digital content and data analysis might be biased – sometimes even independent of the intentions of the content producer – and can impair critical thinking when dealing with social media data and content.

This project-based applied course will

1. provide the theoretical foundations on critical thinking on the one hand and social media marketing and GenAI on the other hand. The course draws on behavioral economics and the fundamentals of the psychology of critical thinking to give an overview of biases that are especially prevalent in social media consumption. In addition, we will cover the psychology behind virality of content and the what, why, and how of major current approaches, including applications of GenAI in marketing and content creation.

2. apply the theoretical concepts to a relevant and current case in a group project. Stimulated by contemporary trends in social media and GenAI in general, you will in teams of five choose and work on a current case example and prepare both a presentation and a written seminar paper of your case. You will break down the research questions underlying the case based on a literature search, craft a compelling story and create content to tell the story. The question you address should be very specific both with regard to content and format (e.g., you design a format for WU’s Kids University to educate about responsible social media usage; you develop training material to teach companies how to respond to social media firestorms). In a final session, you present your case, followed by a joint discussion. A written seminar paper is handed it after completion of the course.  

Participation in all sessions is mandatory. You may miss up to max. 20% of lecture hours, but please note that content is build-up in a modular way. Thus, absences should be minimized to ensure your optimal learning outcomes.