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Session: 2022/23

Last modified: 23/03/2020 11:59:24

Title of Module: Online Interactions

Code: MARK08011 SCQF Level: 8
(Scottish Credit and Qualifications Framework)
Credit Points: 10 ECTS: 5
(European Credit Transfer Scheme)
School:School of Business & Creative Industries
Module Co-ordinator:Theo  Tzanidis

Summary of Module

The aim of the module is to provide an understanding of the influence online interactions and it core element “Content” can have on an organisations success.

In today’s world the vast majority of businesses have an online presence.  However, do businesses fully understand the impact online interactions including consumer and business dialogues, debates or discords can have on the customers purchasing behaviour, company image and ultimately the success of the business? It is important for all businesses to be able to assess and manage their online image and in order to do that it is critical that they are in a position to manage its main component called “content“.

This module will introduce the variety of approaches to business and consumer online interactions using a variety of types of content as the main vehicle and the tools used to facilitate these.  On completion of the module students should be able to select appropriate online interaction tools and be able to provide practical output that will equip students with digital artefacts. The online artefacts will allow student to demonstrate their dexterities and skills in developing and managing content in an interactive and dynamic online environment.  The module will also apply theoretical concepts to assess the strengths of a company’s online interactions.

Module Delivery Method
Face-To-FaceBlendedFully OnlineHybridCHybridOWork-based Learning
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Term used to describe the traditional classroom environment where the students and the lecturer meet synchronously in the same room for the whole provision.

A mode of delivery of a module or a programme that involves online and face-to-face delivery of learning, teaching and assessment activities, student support and feedback. A programme may be considered “blended” if it includes a combination of face-to-face, online and blended modules. If an online programme has any compulsory face-to-face and campus elements it must be described as blended with clearly articulated delivery information to manage student expectations

Fully Online
Instruction that is solely delivered by web-based or internet-based technologies. This term is used to describe the previously used terms distance learning and e learning.

Online with mandatory face-to-face learning on Campus

Online with optional face-to-face learning on Campus

Work-based Learning
Learning activities where the main location for the learning experience is in the workplace.

Campus(es) for Module Delivery
The module will normally be offered on the following campuses / or by Distance/Online Learning: (Provided viable student numbers permit)
Paisley:Ayr:Dumfries:Lanarkshire:London:Distance/Online Learning:Other:
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Term(s) for Module Delivery
(Provided viable student numbers permit).
Term 1


Term 2


Term 3


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Learning Outcomes: (maximum of 5 statements)

On successful completion of this module the student will be able to:

L1. Identify approaches to business and consumer online engagement;

L2. Examine and select suitable digital tools and content used to facilitate online interactions in a given situation;

L3. Assess the strength of online interactions (+/-) in a given scenario using relevant theoretical concepts.

Employability Skills and Personal Development Planning (PDP) Skills
SCQF Headings During completion of this module, there will be an opportunity to achieve core skills in:
Knowledge and Understanding (K and U) SCQF Level 8.

Demonstrate and/or work with:
• A knowledge of the scope, defining features, and main areas of the subject/discipline/sector
• Specialist knowledge in some areas.
• A discerning understanding of a defined range of core theories, concepts, principles and terminology.
• Awareness and understanding of some major current issues and specialisms.
• Awareness and understanding of research and equivalent scholarly/academic processes.

Practice: Applied Knowledge and Understanding SCQF Level 8.

Apply knowledge, skills and understanding:
• In using a range of professional skills, techniques, practices and/or materials associated with the subject/discipline/sector, a few of which are advanced and/or complex.
• In carrying out routine lines of enquiry, development or investigation into professional level problems and issues.
• To adapt routine practices within accepted standards.

Generic Cognitive skills SCQF Level 8.

• Undertake critical analysis, evaluation and/or synthesis of ideas, concepts, information and issues that are within the common understandings in a subject/discipline/sector.
• Use a range of approaches to formulate and critically evaluate evidence-based solutions/responses to defined and/or routine problems and issues.

Communication, ICT and Numeracy Skills SCQF Level 8.

Use a wide range of routine skills and some advanced and specialised skills associated with a subject/discipline/sector, for example:
• Convey complex information to a range of audiences and for a range of purposes.
• Use a range of standard ICT applications to process and obtain data.
• Use and evaluate numerical and graphical data to measure progress and achieve goals/targets.

Autonomy, Accountability and Working with others SCQF Level 8.

• Exercise autonomy and initiative in some activities at a professional level in practice or in a subject/discipline/sector.
• Exercise managerial responsibility for the work of others within a defined structure.
• Manage resources within defined areas of work.
• Take the lead on planning in familiar or defined contexts.
• Practise in ways that show awareness of own and others’ roles, responsibilities and contributions when carrying out and evaluating tasks.
• Work, under guidance, with others to acquire an understanding of current professional practice.
• Manage, under guidance, ethical and professional issues in accordance with current professional and/or ethical codes or practices.

Pre-requisites: Before undertaking this module the student should have undertaken the following:
Module Code:
Module Title:
Co-requisitesModule Code:
Module Title:

* Indicates that module descriptor is not published.

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Learning and Teaching
This module is offered as blended learning experience. Class attendance for workshops will be essential. However, these will be delivered in conjunction with online learning material. Workshops aim to further develop prerequisite independent study, to encourage social interaction and provide opportunities to share knowledge.
All study materials will be available in electronic form on Moodle.
Learning Activities
During completion of this module, the learning activities undertaken to achieve the module learning outcomes are stated below:
Student Learning Hours
(Normally totalling 200 hours):
(Note: Learning hours include both contact hours and hours spent on other learning activities)
Lecture/Core Content Delivery0
Laboratory/Practical Demonstration/Workshop12
Independent Study82
94 Hours Total

**Indicative Resources: (eg. Core text, journals, internet access)

The following materials form essential underpinning for the module content and ultimately for the learning outcomes:

Ryan, D (2015) Understanding Social Media: How to create a plan for your business that works. Kogan Page, United Kingdom.

Hayden, T & Webster, T (2015) The Mobile Commerce Revolution: Business Success in a Wireless World. Pearson, USA.

(**N.B. Although reading lists should include current publications, students are advised (particularly for material marked with an asterisk*) to wait until the start of session for confirmation of the most up-to-date material)

Engagement Requirements

In line with the Academic Engagement Procedure, Students are defined as academically engaged if they are regularly engaged with timetabled teaching sessions, course-related learning resources including those in the Library and on the relevant learning platform, and complete assessments and submit these on time. Please refer to the Academic Engagement Procedure at the following link: Academic engagement procedure

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Supplemental Information

Programme BoardMarketing, Innovation, Tourism & Events
Assessment Results (Pass/Fail) No
Subject PanelMarketing, Innovation, Tourism & Events
ModeratorDr. Matthew Frew
External ExaminerJ White
Accreditation Details
Version Number


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Assessment: (also refer to Assessment Outcomes Grids below)
The assessment will be in the form of a group presentation based on social media activity . The presentation will be worth 60% of the overall grade.
Moderation rules apply.
Weekly Quizzes delivered online assessing students weekly engagement with online material and understanding of the material delivered.The overall marks coming from the quiz will be worth 40% of the overall grade.
(N.B. (i) Assessment Outcomes Grids for the module (one for each component) can be found below which clearly demonstrate how the learning outcomes of the module will be assessed.
(ii) An indicative schedule listing approximate times within the academic calendar when assessment is likely to feature will be provided within the Student Handbook.)

Assessment Outcome Grids (Footnote A.)

Component 1
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Class test (practical)check markcheck mark 400

Component 2
Assessment Type (Footnote B.) Learning Outcome (1) Learning Outcome (2) Learning Outcome (3) Weighting (%) of Assessment ElementTimetabled Contact Hours
Presentationcheck mark check mark600
Combined Total For All Components100% 0 hours

A. Referred to within Assessment Section above
B. Identified in the Learning Outcome Section above

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  1. More than one assessment method can be used to assess individual learning outcomes.
  2. Schools are responsible for determining student contact hours. Please refer to University Policy on contact hours (extract contained within section 10 of the Module Descriptor guidance note).
    This will normally be variable across Schools, dependent on Programmes &/or Professional requirements.

Equality and Diversity

UWS Equality and Diversity Policy
(N.B. Every effort will be made by the University to accommodate any equality and diversity issues brought to the attention of the School)

2014 University of the West of Scotland

University of the West of Scotland is a Registered Scottish Charity.

Charity number SC002520.