This article takes the Career Self-Management model as an illustration of the human capital theory, in which work is understood in terms of "individual enterprise". In order to elucidate such parallel, a case study was carried on regarding a change in an academic program that took place in 2004. The course is a lato sensu postgraduation in one of the most traditional business schools in Sao Paulo, in which a module called "career orientation" was inserted in the academic program as a compulsory one. Program Coordinators and teachers were interviewed in order to find out the reasons for such changes. Besides that, students who had already taken such course were also interviewed so as to evaluate the impact of the course on their careers and how valuable they found it. Therefore, this study tries to understand to what extent this reformulation is due to a market demand as far as the Career Self-Management model is concerned, and how it could illustrate the theory that the human being has turned into capital.