Digital Business and Human-Computer Interaction

Module overview

The first part of this module aims to provide you with some insight into the complexity and diversity of human interaction with technology and user centred design – but it is not simply about computers. Every day we interact with a wide variety of systems, web sites, machines, etc. that sometimes help us to achieve our goals, but very often don't. This part of the module aims to identify and explain why we easily become frustrated and confused when using systems. It draws from the philosophy of technology, psychology and empirical studies of interface design and aims to discuss some of the underlying principles of design and theories of human cognition. Although designing a user-friendly web site or app is likely to be one of the critical success factors in developing a digital business, a company needs to address a whole range of issues, both strategically and technologically. Hence, the second part of this module will explore, among other things, how digital technologies (e.g., artificial intelligence) enable business model innovations and can spur new digital eco-systems. Also, we will learn more about the role of digital advertising and digital analytics. The module will be taught by a range of methods such as lectures, indicated reading, group discussions and feedback from your own experience, analysis and interaction with computers, other systems and each other, and exploration of case studies/papers and videos. The learning environment provided will be highly interactive, meaning that in order for the course to be successful your contribution is as important as ours.

Aims and Objectives

Learning Outcomes

Transferable and Generic Skills

Having successfully completed this module you will be able to:

Build the skills that facilitate effective interpersonal relations to work as part of a team;
Recommend a complex design solution to an appropriate audience;
Critically reflect and evaluate a range of complex resources and ideas;
Assess interaction with digital tools and services;
Conduct observational investigation to critique digital design;

Knowledge and Understanding

Having successfully completed this module, you will be able to demonstrate knowledge and understanding of:

How humans can and should interact with systems of all kinds;
The relationship between Internet technologies and digital business strategy.

Subject Specific Intellectual and Research Skills

Having successfully completed this module you will be able to:

Identify major concepts, technologies and trends in the digital business domain and explain their business applications using real-world examples.
Recognise and evaluate usability, design issues and human cognition in relation to human-computer interactions;

Learning and Teaching

Teaching and learning methods

The module will be taught by a range of methods such as lectures, indicated reading, group discussions and feedback from your own experience, analysis and interaction with computers, other systems and each other, and exploration of case studies/papers and videos. The learning environment provided will be highly interactive, meaning that in order for the course to be successful your contribution is as important as ours.

Study time
Type	Hours
Independent Study	126
Teaching	24
Total study time	150

Resources & Reading list

Journal Articles

Carroll, J. M. (2013). Human Computer Interaction. The Encyclopedia of Human-Computer Interaction.

Textbooks

Laudon, K. C. & Traver, C. G (2016). E-Commerce 2016: Business, Technology, Society (Global edition). Pearson.

Turban, E. et al. (2015). Electronic Commerce: A Managerial and Social Networks Perspective. Springer.

Donald, N. A (2007). The Design of Future Things. NY USA: Basic Books.

Preece, J., Rogers, Y. & Sharp, H. (2007). Interaction Design: Beyond Human-Computer Interaction. UK: Wiley & Sons.

Smith-Atakan, S (2006). Human-Computer Interaction. Thomson & Middlesex University Press.

Wirtz, B. W. (2024). Digital business and electronic commerce: Strategy, business models and technology.

Assessment

Formative

This is how we’ll give you feedback as you are learning. It is not a formal test or exam.

Questions and answers

Assessment Type: Formative
Feedback: Lectures and in-lecture activities are designed to be highly interactive and include opportunities for formative feedback on your learning progress; the lecture schedule explicitly incorporates a number of Q&A and feedback slots
Final Assessment: No
Group Work: No

Summative

This is how we’ll formally assess what you have learned in this module.

Breakdown
Method	Percentage contribution
Examination	70%
Presentation	30%

Referral

This is how we’ll assess you if you don’t meet the criteria to pass this module.

Breakdown
Method	Percentage contribution
Examination	100%

Repeat

An internal repeat is where you take all of your modules again, including any you passed. An external repeat is where you only re-take the modules you failed.

Breakdown
Method	Percentage contribution
Examination	100%

Repeat Information

Repeat type: Internal & External