Nate covered this for the most part, but I'll give concrete examples.
Here's how your directory layout should look like:
pom.xml
src/main/assembly/assembly.xml
core/pom.xml
core/src/main/java/...
core/src/test/java/...
examples/pom.xml
examples/src/main/java/...
In the base pom, you'll denote your submodules as follows:
<modules>
  <modules>core</modules>
  <modules>examples</modules>
</modules>
Assuming your base groupId is "com.company.example" and your artifactId is "xy", then your module poms will begin with the following (adjusting for names and versions, of course):
<parent>
  <groupId>com.company.example</groupId>
  <artifactId>xy</artifactId>
  <version>1.0.0-SNAPSHOT</version>
</parent>
<groupId>com.company.example</groupId>
<artifactId>xy-core</artifactId>
<version>1.0.0-SNAPSHOT</version>
To make sure the assembly runs in the base project, include the following in your build configuration:
<plugin>
  <groupId>org.apache.maven.plugins</groupId>
  <artifactId>maven-assembly-plugin</artifactId>
  <version>2.1</version>
  <configuration>
    <descriptors>
      <descriptor>src/main/assembly/assembly.xml</descriptor>
    </descriptors>
  </configuration>
</plugin>
Also, to build a separate jar for the test classes, add this to the core/pom.xml file:
<plugin>
  <groupId>org.apache.maven.plugins</groupId>
  <artifactId>maven-jar-plugin</artifactId>
  <executions>
    <execution>
      <goals>
        <goal>jar</goal>
        <goal>test-jar</goal>
      </goals>
    </execution>
  </executions>
</plugin>
The assembly.xml itself will look like this:
<assembly>
  <id>assembly</id>
  <formats>
    <format>tar.gz</format>
  </formats>
  <includeBaseDirectory>false</includeBaseDirectory>
  <moduleSets>
    <moduleSet>
      <binaries>
        <dependencySets>
          <dependencySet>
            <outputDirectory>lib</outputDirectory>
          </dependencySet>
        </dependencySets>
        <outputDirectory>lib</outputDirectory>
      </binaries>
    </moduleSet>
  </moduleSets> 
</assembly>
I'm probably missing a few things here but that's the general idea.