Considering the acknowledged importance of oral communication competency and the intense interest of communication scholars in terms of its definition, conceptualization, and assessment, a need now exists to systematically apply the communication competency construct to instruction of the university undergraduate. This paper outlines the theoretical framework and formative steps guiding the establishment of the Center for Excellence in Oral Communication at the University of Colorado at Colorado Springs. Funded as a part of a two million dollar Title III Strengthening Institutions grant project, the new Center's academic programs began in fall semester, 1990. The Center's primary goals are to develop, deliver, and assess academic programs related to the enhancement of the oral communication competence of undergraduate students. Included in the discussion is a description of the theoretical underpinnings and methodological approaches taken by the Center to needs assessment, program development, and instrument development. Underlying all of these academic efforts are the insights and concepts regarding communication competency that have evolved within the communication discipline over the last 20 years. (Four tables of data are included, and 35 references are attached. Appendixes include: faculty needs assessment survey instrument, student needs assessment questionnaire, speech and thought curriculum course objectives and criteria, "The Competent Speaker" evaluation form, and "The Competent Speaker" evaluation criteria.) (Author/MG)