Abstract:

Today, are identified a series of problems that affect society, such as economic inequalities, unemployment, loss of purchasing power, insecurity, family disintegration and in general the lack of values. To reduce these problems, the government establishes public policies aimed at minimizing the lag in its different spheres and boosting the economic and social development of its inhabitants.

So, universities tend to focus on establishing the appropriate mechanisms to promote values among their students and with this way, to promote a transformation in their behavior, which begins by recognizing the importance that the educational institution is playing in the performance of its students in society.

Universal values as a set of characteristics and norms of coexistence of the human being are considered positive and valid qualities in a determined period. They are usually considered innate to human nature; these values have long been object of study of ethics and morals.
The strengthening of values in higher education is crucial nowadays, since values in education are undoubtedly one of the most important axes of education today, since an education that does not promote the teaching of values, it is not a complete education.

The University of Veracruz gives the students an approach that leads them to experience the values through educational programs based on competencies, not only to know them but also to lead the students to reflection, to use them in their daily life, to put them into practice in their relations with others and with their conception of the world, so that the values become a part of the qualities of their personality and their life.

Objective:
To know the opinion of the students about the importance of strengthening the values in the University, in order to contribute to a better ethical and moral performance.

Development:
For the development of the work, a quantitative methodology was used, which allowed the analysis of the results obtained from an applied survey to the students of the 7th semester of the Faculty of Accounting in the University of Veracruz, Mexico. The results are mainly based on the analysis of the students' opinion about the values referred to in the survey.

Conclusion:
Integral training must go beyond just educating, mainly it tries to turn educational institutions into generators of a climate that makes possible the practice of values in everyday life. Universities are intended to be institutions that train students with a critical vision, with a capacity for self-learning, with values and social solidarity, with respect for human rights and the care of the environment, and to form citizens who have all the instruments necessary to participate in decision-making and contribute to building a democratic society based on social, scientific and technological development.

Keywords:

Universities, values, education, higher education.