VELASTEGUI CORDOVA, Miguel Eduardo; CRUZ RODRIGUEZ, Dunia    MENA PERALTA, Marco Rodrigo. The strengthening of values in University students Uniandes Puyo. []. , 17, 79, pp. 126-132.   02--2021. ISSN 1990-8644.

The formation of values has been a constant concern of humanity in the course of history through different theoretical positions and nowadays it has become a dilemma of vital importance for the education of the new generations, manifesting itself in a crisis of values in some spheres of society. The objective of the research was to develop educational strategies to strengthen the value systems linked to morality, expressed in the interests and motivations of university students pursuing the Accounting Audit and Business Administration careers through the subjects received and their link with the social reality, in UNIANDES Puyo extension, offering from its learning axiological sources such as friendship, moral ethics, generosity, solidarity, honesty, responsibility, respect, tolerance and cooperation. The study was developed on a descriptive basis, using methods, techniques and instruments, documentary analysis, interview, survey, and direct observation. In conclusion the proposal, contributed to strengthen the integral formation and values of the students.

: Values formation; educational strategies; value systems.

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