The article is devoted to the problem of changing technocratic paradigm in the quality management system of higher professional education, based on the basic criteria of ISO in culture. It reveals and reflects the most significant trends of the modern humanization in the field of education. The article considers some structural nature and characteristics of the main components of the proposed phenomenon of «culture of quality management» with regard to their correlation with the leading principles of TQM for example, the approaches implemented in the educational institutions of Russia and the United States.