O1: Describe the evolution of the marketing concept. LO2: Define the term consumer behaviour. LO3: Discuss the factors influencing consumer behaviour. LO4: Discuss consumer behaviour as a field of study. PM: Chapter 1 Theme 2: Consumer Behaviour and Marketing Academic Week: 1-4 LO5: Critically examine consumer behaviour and the marketing mix. LO6: Analyse consumer behaviour within society. LO7: Analyse the consumer behaviour dynamic. LO8: Analyse online consumer behaviour. LO9: Define consumer value. LO10: Discuss the consumer value framework and its components. LO11: Analyse the marketing strategy in relation to consumer value. LO12: Discuss consumer lifetime value. Related Outcomes: MO001 PM: Chapter 1 Theme 3: Consumer misbehaviour PM: Chapter 13 LO13: Define the concept of consumer misbehaviour. LO14: Discuss the various causes of consumer misbehaviour. LO15: Analyse the different forms of consumer misbehaviour. LO16: Discuss the impact of consumer misbehaviour. LO17: Define other-customer failure. LO18: Discuss the various methods of managing consumer misbehaviour.