This box is a frontend module, it can be called like an include when rendering the templates on the server. It can be called many times. But a module is much much more than that. Each module can have its own logic. The JS logic can act as a controller, with the markup is its view. The module usually also has styling associated with it. The logic and the styling only operate in the context of the module: modules are encapsulated. A module can have more resources, like alternate templates, skins, sprites and tests. All these resources are neatly bundled in a folder.
And this is how you call a module: