Currently, one of the leading orientations for determining the quality of life in many young minds is achieving success. The focus on success is the basis of achievement motivation, which activity is a psychological factor for economic growth, and this fact determines its high social significance. Psychologically competent provision of conditions for the productive implementation of pursuit for success implies understanding of its axiological aspect. A study of structural and typological features of the axiological aspect of modern students’ representation about success has been conducted. Respondents are 591 students of Krasnoyarsk universities. Methodology by S.A. Pakulina “Students’ Motivation  to Achieve Success in University” has been applied. Data processing included descriptive statistics, correlation, factor and cluster analysis, as well as identification of significant differences. According to the study results, students’ representation of success is based  on a wide range of values. At the same time, the values of interiorized (internally represented) success are of great importance for both humanitarian and technical students. The significance levels of various value aspects of success are interconnected in a positive way. The overall level of success values’ significance is determined by the cumulative effect of subjective and personal values, as well as values of social importance. In accordance with this, the strategy of developing psychological tools to help students in the productive implementation of the pursuit for success, should include formation of social interest, development of individual strategies for the implementation of social utility and skills for obtaining positive feedback in the process of achieving goals.