Abstract: The subject of this research is the formation of the paradigm and philosophy of marketing approach in innovations within postindustrial education in the interests of increasing quality of the higher professional education. The object of this research is the innovations in the postindustrial higher professional education. The relevance of this work is defined by the fact that there are new emerging trends of postindustrial development in Russian education. This requires new approaches towards innovation governing in postindustrial education. The goal of this article is to formulate a paradigm of marketing approach towards innovations in postindustrial education. The scientific novelty consists in the fact that authors examine the content and specificity of the impact of the scientific-technical and socioeconomic processes upon education, and formulate the marketing approach for the purpose of increasing quality of education in the conditions of intensive postindustrial development of information technologies.