Entrepreneurial competence and neuromarketing in the formation of the innovative character of university students.

In this article, the theoretical aspects of entrepreneurial competence, its formation in higher education and neuromarketing are systematized. After that purpose, a methodological documentary bibliographic procedure was used that seeks to overcome the economistic and labor conceptions that exist around the subject under study. Hence, it is concluded that universities should promote and strengthen the formation of autonomous subjects seeking to meet their needs and those of the community, through economic practices based on principles and ethical social values. For this, it is important that there is an adequate educational dynamic that is the result of the improvement of the work in this area.