Give them projects where Matlab won't do. For instance, a small hardware-software project based on a microcontroller; they will have to program in C. Or designing an application for an android-based smartphone or tablet; they will have to program in Java. Or interfacing a database to do some algorithmic processing on the data; they will have to program in SQL and something else, for instance Java at least for the interface (as far as I know, there are no Matlab drivers for that). I am sure you can come up with many other real-life examples where it is completely excluded to use Matlab.
Its very simple, If any one know MATLAB, Same logical concept they can used other programming languages. But when study new programming languages, its very much consented regarding new programming language syntax. Its only differ for other programming language.
Give them projects where Matlab won't do. For instance, a small hardware-software project based on a microcontroller; they will have to program in C. Or designing an application for an android-based smartphone or tablet; they will have to program in Java. Or interfacing a database to do some algorithmic processing on the data; they will have to program in SQL and something else, for instance Java at least for the interface (as far as I know, there are no Matlab drivers for that). I am sure you can come up with many other real-life examples where it is completely excluded to use Matlab.