EDUCATION IN PROFESSIONAL VALUES ??IN THE BACHELOR'S DEGREE IN SOCIOCULTURAL STUDIES AT THE UNIVERSITY OF CIENFUEGOS: A PEDAGOGICAL STRATEGY

The formation of the new generations 'values is one of the main priorities of educators and the society as such. The international organizations have called the scientific community to pay attention to this direction. Thus, the Higher Education level has as its main mission the formation of high-qualified professionals who act in a responsible, committed and competent way towards social development. In Cuba the Higher Education Ministry has considered the work in favor of the formation of values in the new generations as one of the main strategies to improve this process. The current research is intended to answer the following scientific question: how to improve the formation of professional values in the students of Sociocultural studies? so a pedagogical strategy based on a theoretical-methodological conception of professional values is provided to enhance the formation of values in this program.