Learning is not an outcome and, as a process, is more than just taking classes. It is a transformation journey a student walks through, and experiences picked up along the journey contribute gradually to student competence development. Competence, what companies are looking for from graduates, cannot be handed directly and will not be built unless the learning process is properly designed, developed and executed. This research work aims to present a process for course design and development, focused on embedding learning experience into a course. Bloom's Taxonomy is utilized for identifying learning outcomes. Kolb's Experiential Learning Cycle is introduced for planning learning activities for ease of learning. Last, but not least, a recently developed LOVE model is applied for the selection of teaching and learning methods for offering a diversified learning experience. An existing project-based learning engineering postgraduate course on Product Design and Development is assessed to illustrate the proposed process for course design and development.This work is the outcome of project “Curriculum Development of Master’s Degree Program in Industrial Engineering for Thailand Sustainable Smart Industry (MSIE 4.0)” that has been funded with support from the European Commission (Project Number: 586137-EPP-1-2017-1-TH-EPPKA2-CBHE-JP). This publication reflects the views only of the authors, and the Commission cannot be held responsible for any use which may be made of the information contained therein. This work has been supported by FCT – Fundação para a Ciência e Tecnologia within the Project Scope UIDCEC003192019
