Shaping Cities Through Culture: Dr. Bąkiewicz’s Guest Lectures
On 30-31 October, Dr. Anna Bąkiewicz, Professor of Social Sciences at the University of Social Sciences in Poland, visited the Baltic Film, Media and Arts School at Tallinn University as part of the Erasmus+ teacher exchange program.
Students of Intercultural Communication had the opportunity to participate in her inspiring guest lectures. With extensive experience in management, intercultural communication, and marketing, as well as over a hundred scientific publications to her name, Dr. Bąkiewicz brought both academic depth and practical insight to the classroom. Her session, “Intercultural Communication – How to Make It Work?”, explored how understanding cultural differences can enhance communication across borders, particularly in the context of regional and tourism development.
Dr. Bąkiewicz guided students through the question of how to use knowledge about culture and place management to create an attractive image of a city or region. The discussion focused on how regions compete globally for investors, tourists, and students—and how a culturally aware communication strategy can make a difference. Drawing on examples from Poland and beyond, she demonstrated that successful place marketing goes far beyond promotional slogans: it requires sensitivity to local identity and an understanding of how culture shapes perception.
The practical part of the lecture invited students to analyze and compare the images of Warsaw and Tallinn. Together, they explored who is responsible for shaping a city’s reputation, what tools are used, and how different cultural expectations influence the city’s branding and outreach efforts. This comparative exercise helped students connect theoretical frameworks—such as those of G. Hofstede, E.T. Hall, and F. Trompenaars—with real-world urban communication challenges.
As a continuation of the lecture, Dr. Bąkiewicz introduced a case study assignment titled “Tallinn – The Image of the City.” The project asked students to examine how Tallinn is perceived by international audiences—tourists, investors, students, and immigrants—and to propose communication strategies that could enhance its global image. Working in international teams, participants were encouraged to identify culture-specific expectations, explore the city’s marketing mix, and design a campaign concept tailored to multicultural audiences.
Throughout the process, students were expected not only to apply marketing theories but also to reflect on intercultural cooperation itself: how people from diverse backgrounds can collaborate effectively, resolve dilemmas, and co-create ideas that benefit the broader community.
In her closing remarks, Dr. Bąkiewicz emphasized that “understanding cultural context is not a soft skill—it’s a strategic advantage.” Her engaging approach and emphasis on practical learning made a strong impression on the class, offering valuable insights into how intercultural awareness can shape the success of cities, regions, and organizations in today’s global landscape. The session and case study together reminded students that communication across cultures is as much about empathy and curiosity as it is about strategy and planning—an insight perfectly aligned with the international spirit of Tallinn University.
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For additional information, please reach out to Dr. Anastassia Zabrodskaja, Professor of Intercultural Communication, Head of the MA Program in Communication Management, and Executive Director of the European Masters in Intercultural Communication, at anastassia.zabrodskaja@tlu.ee.
