UNIVERSITY PARK, Pa. – Tim Baxter, president of Samsung Electronics America, spoke to Penn State students on April 5 as part of the Smeal College of Business Executive Insights lecture series.

Baxter joined Samsung in 2006 as executive vice president of sales and marketing for the consumer business division before being promoted to president in 2009. Prior to his tenure at Samsung, he worked at Sony Corporation of America, where his 10 years there culminated in the position of senior vice president of strategic marketing.

With a strong background in marketing, Baxter talked about how his experience informs his day-to-day operations as president.

Baxter said he and other high-level executives are very involved in the elements of marketing Samsung’s products, including product positioning and determining price-points.

"Executives (at Samsung) are very in tune with what is happening in the marketplace," he said.

For students interested in working in the consumer electronics industry, Baxter had some advice: “You have to market yourself. When you go into a position, (think about) how you can establish yourself and how you can use that to earn your next opportunity.”

As president of Samsung Electronics America, Baxter is responsible for the continued growth and success of both consumer and enterprise offerings, as well as customer service, financial operations and human resources. Product categories he oversees include TV, home audio, digital imaging, home appliances, tablets, personal computers, monitors, printers, signage solutions, and memory and storage.

Executive Insights is designed to complement the Smeal educational experience by bringing high-profile business leaders to the college to connect with students, faculty, staff and administrators. Past guests include more than 25 leaders from organizations such as Boeing, Dell, Deloitte, Johnson & Johnson, Kohl’s, KPMG, Procter & Gamble, Verizon and Tumi Holdings Inc.