At the moment, in order to maintain competitiveness in the market, companies are increasingly resorting to the implementation of innovative projects that involve the implementation of innovations. There is a direct correlation between the successful commercialization of innovation and taking into account the peculiarities of the marketing rationale of an innovative project, which can explain the relevance of the issue addressed in the article. In accordance with this, the influence of the marketing planning of the project on the final success of its implementation was analyzed, the specificity and importance of its consideration in the process of marketing study of the innovative project were determined.