In maven, once you define your modules in you pom.xml all profiles aggregate the modules defined in them: (relevant part only)
maven
modules
pom.xml
While the question is old, Google still ranks it highly, so it makes sense to add a new answer.
You can use the activation by absence of a property trick to achieve what you want.
full-build !skip-modules module1 module2 module3 no-modules skip-modules