How to tune maven module goals to use -am -pl parameters

I have a big Maven project with several modules which depend on each other as described on StackOverflow: http://stackoverflow.com/questions/1114026/maven-modules-building-a-single-specific-module

And I want to create customize default maven goals of each module to add specific parameters: -am and -pl.

Here is another example: http://www.sonatype.com/people/2009/10/maven-tips-and-tricks-advanced-reactor-options/

Is it possible?