Matthew Farmer

Faculty Member

Dr. Matt Farmer

Biography

I grew up in Memphis, TN, and I got my undergrad degree nearby at Lambuth University (Jackson, TN). There I majored in foreign languages (German and French), but also took some courses in business topics like economics and finance.

After finishing my undergraduate degree, I got a Fulbright assistantship to teach in Germany for a year, during which time I decided that I quite liked teaching and wouldn't mind making a career out of it. But I also knew that there was not great money in teaching (especially in 2010), so I decided to get an International MBA at the University of Memphis.

A year after finishing my MBA in 2012, I got a job at FedEx as an Inside Sales account executive, covering central North Carolina. In 2015 I moved up to a field sales type role at FedEx, in which I focused on securing new business from space industry customers.

Although I was happy in the sales job, I wasn't happy with the ultimate career path I was on. I missed teaching, and I missed the ability to read, discuss, and write about deep, abstract topics in an environment where intellectual curiosity is encouraged and rewarded. Thus I decided to go back to school one final time to get my PhD in Marketing at the University of Arizona. At long last, after finishing this lengthy endeavor, I graciously accepted a job teaching sales here at UVU.

Education

PhD, University of Arizona, 2021

Major: Marketing

MBA, University of Memphis, 2012

Major: International Management

BA, Lambuth University, 2009

Major: Modern Languages

Teaching

MKTG 459R

Advanced Topics in Marketing, Spring 2025

MKTG 3650

Professional Selling, Spring 2025

MKTG 3640

Sales Management, Spring 2025

MKTG 3640

Sales Management, Spring 2025

Scholarly/Creative Works

Farmer, Matthew , Harding, Dustin , "Artificial Persuasion_ Perceived Benevolence and the Persuasive Power of AI Sales Agents " . Journal of Business Research.
Luri, Ignacio , Kaliyamurthy, Ashok Kumar, Farmer, Matt , (2023) "“Sometime in the future”—The technology entrepreneur as utopian market hero" (Issue: 1, vol. 23). Marketing Theory. https://journals-sagepub-com.ezproxy.uvu.edu/doi/full/10.1177/14705931221137729
Warren, Nooshin , Farmer, Matthew , Gu, Tianyu , Warren, Caleb , (2021) "Marketing Ideas_ How to Write Research Articles that Readers Understand and Cite" (Issue: 5, vol. 85). United States: Journal of Marketing.