To change the tick mark labels you can do something like:
set(gca,'YTickLabel',yvals);
set(gca,'XTickLabel',xvals);
where yvals and xvals are cell arrays of strings. To then change the positions of the tick marks you can use:
set(gca,'YTick',yval_num);
set(gca,'XTick',xval_num);
where xval_num and yval_num are arrays of numbers specifying the values at which to put the tick marks.