Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
LSPU SELF-PACED LEARNING MODULE: Professional Development and Applied Ethics
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
LSPU SELF-PACED LEARNING MODULE: Professional Development and Applied Ethics
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
LSPU Self-Paced Learning Module (SLM)
Course THC3 – Professional Development and Applied Ethics
Semester/AY 1st Semester / 2025-2026
Module No. 7
Lesson Title Strategic Career Planning and Personal Branding
Week
14-15
Duration
This lesson guides students in designing a structured career development plan and creating a strong
Description of personal brand to enhance employability in the hospitality and tourism industry. Students will learn
the Lesson goal-setting techniques, skill enhancement strategies, networking approaches, and methods for building
an authentic and professional image both online and offline.
Learning Outcomes
Intended
Design a career development plan incorporating skills enhancement, networking, and industry
Learning
alignment. (creating)
Outcomes
At the end of the lesson, students should be able to:
1. Apply goal-setting techniques to develop a realistic and strategic career plan. (Applying)
Targets/ 2. Identify personal branding strategies relevant to the hospitality and tourism industry.
Objectives (Understanding / Applying)
3. Create a comprehensive career development plan that integrates skills enhancement, networking,
and industry alignment. (Creating)
Student Learning Strategies
Online Activities The link for the online discussions or video conference via Google classroom is to be posted
(Synchronous/ through the respective group chat in messenger.
Asynchronous) (For further instructions, refer to your Google Classroom, Facebook group or Messenger to see
the schedule of activities for this module)
Lecture Guide (Word Format)
Strategic Career Planning and Personal Branding
Offline Activities
(e-Learning/Self-Paced
Introduction
)
In the hospitality and tourism industry, career growth does not happen by
chance, it is the result of intentional planning, continuous skill-building,
and a strong professional reputation. The competitive nature of the sector
LSPU SELF-PACED LEARNING MODULE: Professional Development and Applied Ethics
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
means that every professional, from front-line staff to senior executives, must
strategically position themselves for advancement.
Strategic career planning ensures that you have a clear roadmap for
professional development, while personal branding shapes how others
perceive your value. Combined with an effective networking plan, these
elements can accelerate career progress and open opportunities globally.
For BSHM and BSTM graduates, mastering these three pillars career
planning tools, networking strategies, and personal branding techniques
is essential for building a sustainable and fulfilling career.
Strategic Career Planning
Strategic career planning is the long-term vision and short-term execution
of your professional goals (Greenhaus et al., 2019). It goes beyond simply
applying for jobs it’s about identifying where you want to be in 5, 10, or 15
years and mapping the exact steps to get there.
In hospitality and tourism, strategic planning is especially important because:
● Industry roles are interconnected: Skills gained in one department
(e.g., F&B service) can be applied to others (e.g., event management).
● Career mobility is high: You may move between countries, companies,
or even sub-industries (from hotels to cruise lines).
● Trends shape opportunities: Sustainability, wellness tourism, and
AI-driven guest experiences are creating new job roles.
Career Planning Tools
A. Self-Assessment Instruments
Before deciding on a career path, you must first know yourself.
● SWOT Analysis (Strengths, Weaknesses, Opportunities, and
Threats): Identifies internal strengths and weaknesses as well as
external career opportunities and threats.
● Personality Assessments: Tests like MBTI (Myers–Briggs Type
Indicator) or DISC help match personal traits to hospitality roles (e.g.,
extroverts may thrive in guest-facing roles, introverts in analytical or
planning roles).
LSPU SELF-PACED LEARNING MODULE: Professional Development and Applied Ethics
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
● Skills Gap Analysis: Compares current skills to those required in your
target role.
Example: If your SWOT analysis shows strong communication skills but weak
technical knowledge, you may thrive in guest relations but will need training in
reservation systems to progress.
B. Career Mapping
A Career Map is a visual outline of the positions you aim to hold and the
milestones needed to achieve them. For example:
Front Desk Agent → Front Office Supervisor → Assistant Manager → Front
Office Manager → Hotel General Manager
Milestones may include:
● Obtaining industry certifications.
● Completing leadership training.
● Gaining international experience.
C. Goal-Setting Frameworks
● SMART Goals – Specific, Measurable, Achievable, Relevant, Time-bound.
● GROW Model – Goal, Reality, Options, Way Forward.
D. Goal-Setting Techniques
SMART Goals Example for Hospitality:
● Specific: Secure a Front Office Supervisor position at a 4-star property in
Manila.
● Measurable: Apply to 15 relevant job openings by June.
● Achievable: Complete a Certified Guest Service Professional (CGSP)
course.
● Relevant: Aligns with my long-term goal of becoming a Front Office
Manager.
● Time-Bound: Achieve this within 18 months.
Action Plan Example:
1. Complete CGSP certification (3 months).
2. Volunteer for cross-department training (6 months).
3. Build industry connections through LinkedIn (ongoing).
LSPU SELF-PACED LEARNING MODULE: Professional Development and Applied Ethics
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
E. Skills Enhancement for Career Growth
Hospitality professionals should focus on hard skills (technical) and soft skills
(interpersonal).
● Hard Skills: PMS systems, revenue management, event planning,
culinary techniques.
● Soft Skills: Leadership, communication, problem-solving, adaptability.
● Emerging Skills: Sustainability management, digital marketing,
AI-based guest personalization.
Networking Plans
Networking is the art and science of building professional relationships
that lead to mutual benefits.
A good networking plan should include:
1. Identify Targets: Industry leaders, recruiters, and peers.
2. Select Platforms: Industry events, alumni associations, LinkedIn,
Facebook hospitality groups.
3. Engagement Strategy:
o Attend at least 3 industry events per year.
o Follow up with new contacts within 48 hours via email or
LinkedIn.
o Share valuable articles or industry insights to stay on their radar.
Why Networking is Crucial in Hospitality
● Many job opportunities are never publicly advertised; they are filled
through referrals.
● Hospitality thrives on trust and relationships, making reputation and
connections vital.
Components of a Networking Plan
1. Networking Goals: Identify the number of industry events to attend
annually or the number of contacts to establish per quarter.
2. Target Audience: Industry leaders, HR managers, alumni, suppliers,
and tourism boards.
3. Engagement Platforms:
o Offline: Trade shows, job fairs, professional associations.
o Online: LinkedIn, hospitality forums, professional Facebook
groups.
LSPU SELF-PACED LEARNING MODULE: Professional Development and Applied Ethics
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
4. Follow-Up Strategy: Contact new connections within 48 hours, send
thank-you notes, and maintain periodic communication.
Hospitality Networking Tips
● Prepare an elevator pitch — a 30–60 second self-introduction that
summarizes who you are, what you do, and what you aim to achieve.
● Always carry business cards (physical or digital).
● Provide value first — share insights, resources, or referrals.
Personal Branding in Hospitality
Personal branding is your professional identity — how the industry perceives
your skills, values, and personality (Montoya & Vandehey, 2009).
Core Components
1. Professional Image: Grooming, attire, body language, and speech
should reflect hospitality standards.
2. Consistent Messaging: Align resume, online profiles, and interview
answers with your personal brand story.
3. Online Presence:
o LinkedIn profile with industry-related content.
o Professional digital portfolio (photos, project samples, guest
feedback).
4. Reputation Management: Uphold professionalism even outside of
work; in hospitality, reputation spreads quickly.
Branding for Hospitality Professionals
● Use service-oriented language (e.g., "delivering exceptional guest
experiences").
● Showcase measurable achievements (e.g., “Increased guest satisfaction
ratings by 15% within 6 months”).
● Engage in thought leadership by sharing articles or insights on
industry trends.
Integrating All Three: Career Planning, Networking, and Personal
Branding
These three elements work together:
● Career Planning sets the direction.
LSPU SELF-PACED LEARNING MODULE: Professional Development and Applied Ethics
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
● Networking creates opportunities.
● Personal Branding ensures you are remembered positively.
Example:
If your goal is to become a Destination Marketing Manager, your career plan
will include certifications in marketing and tourism, networking with tourism
boards and travel agencies, and building a brand that showcases creativity and
destination knowledge.
Performance Tasks and Engaging Activities
Strategic Career Plan & Personal Brand
Objective:
To develop a comprehensive strategic career plan, a networking plan, and a personal branding
portfolio tailored for the hospitality and tourism industry.
Instructions:
1. Part 1 – Career Planning Tools Application (30 points)
o Conduct a SWOT Analysis of yourself as a hospitality/tourism professional.
o Set three SMART career goals (1 short-term, 1 medium-term, 1 long-term).
o Create a Career Map showing your planned progression over the next 5–10 years.
2. Part 2 – Networking Plan (30 points)
o Identify five industry networking opportunities (events, associations, or online
platforms).
o Prepare a 12-month networking calendar including events to attend, people to
connect with, and follow-up actions.
o Write a 60-second elevator pitch introducing yourself professionally.
3. Part 3 – Personal Branding Portfolio (40 points)
o Create a professional resume (1–2 pages).
o Prepare a LinkedIn profile mock-up (summary, experience, skills, photo description).
o Describe three ways you will maintain and grow your professional reputation.
LSPU SELF-PACED LEARNING MODULE: Professional Development and Applied Ethics
Republic of the Philippines
Laguna State Polytechnic University
Province of Laguna
Understanding Directed Assess
Criteria Points Excellent (Full) Good Fair (50%) Poor
(75%) (25%)
Career Planning 30 SWOT, SMART goals, and career Mostly Limited Minimal
Tools map complete & insightful complete detail
Networking Plan 30 Calendar, events, and pitch are Mostly Some details Poor
professional and practical complete missing
Personal Branding 40 Resume, LinkedIn, and branding Mostly Generic Weak
Portfolio actions are professional & aligned clear
Formatting & — Well-organized, error-free Few errors Several Poor
Presentation errors
Learning Resources
Greenhaus, J. H., Callanan, G. A., & Godshalk, V. M. (2019). Career management (5th ed.). SAGE Publications.
Montoya, P., & Vandehey, T. (2009). The brand called you: Make your business stand out in a crowded marketplace.
McGraw-Hill Education.
Walker, J. R. (2022). Introduction to hospitality (8th ed.). Pearson.
World Travel & Tourism Council (WTTC). (2023). Economic impact reports. https://wttc.org
United Nations World Tourism Organization (UNWTO). (2023). Tourism data dashboard. https://www.unwto.org
Guffey, M. E., & Loewy, D. (2022). Essentials of business communication (11th ed.). Cengage Learning.
Career Development Association of Australia (CDAA). (2021). Career planning tools. https://www.cdaa.org.au
LinkedIn Learning. (2023). Personal branding tips for career success. https://www.linkedin.com/learning
Smith, R. (2021). Networking for professionals: Building connections that count. Routledge.
LSPU SELF-PACED LEARNING MODULE: Professional Development and Applied Ethics
